NEW BALANCE RUNS IN THE FAMILY

For the launch of the Re-engineered 997S, we were tasked to adapt the global #RunsInTheFamily campaign to a South African audience in a truly authentic manner and across various sectors like fashion, art, sport, and design.

The essence of the campaign is family. It originates from New Balance’s heritage, and speaks to both a family of consumers and a family of 997 sneakers.

South Africa is a family of diverse independents. Our interpretation of this diversity is the ‘art of thinking independently together’. South Africans embody traits such as flair, rhythm, creativity, style and fearlessness – the things that make us so different are the things that bring us together.

The campaign launched with five 30” videos using influencers most associated with the values and character traits of New Balance, the sneakers and our South African family.

As we understand that influencers know their audiences better than we do, we challenged RITF influencers to bring to life their respective themes through authentic content that resonated with their audiences. In addition, lifestyle and product photography were used across social media, digital and retail. All with the aim of increasing brand awareness and driving sales of the 997S.

12M People reached with #RunsInTheFamily campaign on social media platforms

226K Engagements on social media content

1,874 Clicks to the product e-commerce page