BUILDING AFFINITY WITH 17 YEAR OLD FOOTBALL FANS
New Balance entered the hugely competitive football market in 2014, competing with the likes of Under Armour, Puma, Umbro and Kappa for third place. With their Liverpool deal ending in the summer of 2020, we were appointed to lead a reposition of the global football brand and integrate culture into the brand’s wider marketing strategies to win with the target audience of 17 year old football players.
As a global strategic partner with a particular focus on nine international markets, the speed of response required for world class insight and strategy meant an agile approach was needed.
Through the Future Football Collective, we've defined New Balanace's long-term strategy in football; launched the AS Roma partnership and kits for all global clubs; developed boot campaigns and executed activity with Sadio Mané, Rose Lavelle and Bukayo Saka.
Contact us to learn how this cohort of culturally influential tastemakers continues to curate insight, co-create campaign concepts and seed product to build cultural resonance and engagement amongst hard to reach youth audiences.