New Balance x AS Roma

LAUNCHING THE AS ROMA 2022/23 KIT BY APPEALING TO ROMANS LOCAL AND GLOBAL

FAN INTELLIGENCE® APPROACH

The Giallorossi fanbase is a truly global family from all walks of life. The fans told us that AS Roma is the grand, unifying force that touches them wherever they are in the world.

CAMPAIGN

A beautifully shot hero film amplified the unscripted voice of real AS Roma fans. Our World, Our Roma intensified New Balance’s focus on the authentic culture from the streets of the Eternal City. Real fans spoke from the heart about the joy, passion, and pain of following the club together. They celebrate the meeting of neoclassicism and modernity by travelling around the streets, cafes, historical squares, and creative studios of Rome.

Results

Our World, Our Roma, blurred the lines between the fans, players, and the city of Rome to launch a kit that united an entire fanbase

The announcement video received 380,000+ views across New Balance and AS Roma’s YouTube and Twitter channels

The video also received 40,000+ likes on a collaborative Instagram Reel post

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