Launched in 1996, the New Balance 850 was heralded as the ultimate rule-breaker of its time, renowned for breaking the mould, ripping up the rule books, and standing out from the crowd. We were challenged to re-launch the revamped 850 in today’s modern world.


We brought the sneaker to life by partnering up with a team of ten South African 90’s kids  that are unsettling the status quo and making a name for themselves by doing things a little differently. Each influencer was challenged to tell stories of how they ripped up the rule-book and changed the game to suit their own terms.

The result ranged from inspired artworks, cocktails, music and fashion pieces, released to influencer audiences, and brand social platforms – all dedicated to the colourful, lively 850 sneakers.

Extending this inspiration to the public, a social competition was rolled out to challenge South African sneaker-heads to show us their best rule-breaking look online.


52 Pieces of content produced across Instagram and Twitter

+4.2M impressions (289% above target)

+117K Twitter engagements

253 Conversions/ link clicks to the New Balance e-commerce site