NEW BALANCE X FALKO – MALL OF AFRICA STORE RELAUNCH

We leveraged the power of exclusivity in the lifestyle consumer segment to entrench awareness and credibility amongst this audience. In doing so, we delivered something unique to the New Balance Mall of Africa store that drove hundreds of sneakerheads to the space on opening weekend.

Through a partnership with South African street graffiti legend, Falko One, New Balance created a run of 100 limited edition shoeboxes designed and signed by Falko One to drive traffic to store on opening weekend.

To relaunch the store with a more lifestyle led feel, we worked with Falko One to create to core elements:

• A custom wall mural for the store, that captures the vibrance and beauty of the Jozi skyline alongside Falko’s signature elephant tags located across South Africa
• 100 Limited edition shoeboxes, inspired by the hustle of the Jozi taxi industry. These shoeboxes were made available to consumers through a purchase of a pair of sneakers on opening weekend

The shoeboxes also formed part of an sneaker drop that was delivered to NB ambassadors, VIP’s and contracted campaign influencers to raise awareness of the store reopening.

The campaign was supported by a promotional video and press drive across targeted national and regional platforms across print, radio and online, all communicating the reopening of the flagship lifestyle store.

70% Month-on-Month increase in sales

36% YOY increase in sales on Black Friday weekend

+R2,2m in free coverage for New Balance across radio, print and online

Over 1m impressions on campaign content