In order to drop the new 997H range, we wanted to infiltrate the lifestyle culture scene in Joburg. So we created a unique themed launch at Third Place, targeted at micro-influencer sneaker heads.
NEW BALANCE 997H LAUNCH
Inspired by the iconic 997H colourways and furnished for a modernized look, we created an activation stir in a brand new venue in the heart of Jozi.
In the same way the 997H lives through heritage, we sought out micro-influencers who are authentically driving the sneaker culture locally.
Guests arrived solo, but, due to common interests instantly connected with one another sharing their passions on the common ground of being independents.
Dalin Oliver seeded important information around the 997H in an entertaining, comedic manner to ensure everyone left with a story to tell.
With the use of a digital spinning wheel guests could win sneakers, an opportunity to design a custom 997H inspired cocktail, or create a social posts that featured on New Balance SA’s social sites.
26 targeted influencers
65% shared their 997H stories off their social platforms