Making a name for New Balance in the Streetwear game

 

Making A Name For New Balance In The Streetwear Game

A pop-up on the streets to launch 574 Sport Sneaker.

The Challenge

The Sneaker, once a scuffed staple of casual wear, has more recently evolved into a fashion accessory worthy of the red carpet. Brands like New Balance face a time sensitive challenge: establish a presence or be left behind by the rise of the sneaker. The product launch of their 574 Sport Sneaker during Men's Fashion Week in New York was the right time for an experiential marketing campaign to reach the true sneakerhead.

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Our Approach

Set Creative partnered with New Balance to design and execute a brand activation in a few places across NYC. Using the launch of the new 574 Sport Sneaker, Set Creative carved out a place for New Balance in the streetwear community by engaging directly with sneakerheads and meeting them where they live.

Set Creative designed a unique retail experience that honored both the brand and the city where it took place. A classic New York City coffee cart transformed into a mobile showcase of the new sneaker's three colorways. The cart featured New York's classic greek-style coffee cups, but integrated a New Balance twist. Set Creative created menus, signage, wayfinding, napkins, paper wrappers, and even custom donuts to compliment each 574's style, down to the color of the frosting and the density of the sprinkles.

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The Results

By connecting the product to the audience's lifestyle, over 70,000 people generated social content and shared Set Creative's design. The sneaker launch and experiential campaign appeared in Hypebeast and Sneakernews , two respected authorities in the retail and sneaker community.