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.