NEW BALANCE FOOTBALL X THE FUTURE CULTURE COLLECTIVE
BUILDING THE MOST CULTURALLY CONNECTED SOCCER X LIFESTYLE BRAND ON THE PLANET
FAN INTELLIGENCE® APPROACH
New Balance Football collaborated with fans to inform a new, unique approach to sponsorship that would help them kick on as a challenger brand in football. The Future Football Collective was created, bringing together a global selection of 14-20-year-old football fans at the heart of culture.
New Balance consult the Collective in real-time on strategy and campaigns across key international markets. This helps the brand understand the nuances of each territory to tell compelling, authentic football stories that cross over into culture. The Collective told us that fans want to see authentic stories for players and clubs that showed personal and unexpected details for fans to consume.
Since becoming a global retained lead agency in 2020, we have led a range of activations, campaigns, and launches that have redefined the brand’s position in football. Key to this has been tapping into the heritage of New Balance as a brand prepared to behave differently, who embrace independence and celebrate individuality. At the ambassador level, New Balance tapped into authentic, individual stories for each player. Raheem Sterling’s global TVC launched with a bold statement, “We’re going to do this different.” New Balance used the shoot to provide disadvantaged young people the opportunity to get work experience on the set. No two players are treated the same. We celebrated Sadio Mané’s deeply personal journey with Senegal en route to AFCON glory. The joy of Bukayo Saka was captured in part by his own brother. Tim Weah, Harvey Elliott and Eberechi Eze are the future of the game, and each have their own unique story.
Clubs too each have individual personalities and characteristics that fans want to see brands tap into. For the suite of 2022 kit launches, we created several unique living room sets embodying the local character of licensed clubs Athletic Club, AS Roma, FC Porto, and LOSC Lille.
For AS Roma, a one-of-a-kind AR gaming experience announced the partnership, transporting global fans back to the streets of Rome after a long time spent away because of the pandemic. All of the above and more has allowed New Balance to win at the interaction of sport, fandom and culture.
Sponsorship Awards International Sponsorship Campaign of 2022 Winners
A 9.1% increase in revenue and 12% margin increase in 2021 vs 2020
A 21% increase in orders for the first half of 2022
Over 100 million reach on ambassador-led launch content in 2021
The most engaged Instagram and Twitter posts of 2021 in the competitive landscape (vs Nike, Adidas, Puma).