New Balance Fresh Foam platform has been around for years, but recently the technology was updated to Fresh Foam X – the latest advancements in data to design. We needed to validate this new technology to runners, ensuring that they trust it as much as the previous version.

We used the X in the Fresh Foam X as the creative angle for all our communications. The Fresh Foam X creates Xtra softness, Xtra cushioning and Xtra comfort. It is the X-factor needed to give runners a boost to better their runs every time.


Instead of asking runners to come to us, we went to their local running clubs on time trial evenings. We setup an activation where experts provided tips and technique sessions for runners to improve. Thereafter runners were given a chance to trial the shoes for themselves and put the skills from the session into practice. Along the route we activated a Strava segment, where runners needed to sprint over a 500m distance to win prizes. Photo opportunities, refreshment zones, DJ’s and entertainment were activated post-run to create a shareable experience.

Additionally, we executed a social competition where runners were challenged to run 10 kms for 7 days consecutively, and share their photos or videos with us on social platforms using #NBXFactor. The randomly selected winner received a hamper containing Fresh Foam X gear, and online coaching with Lindsey Parry, South Africa’s Comrades coach.


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