NEW BALANCE
NEW BALANCE
*It feels like legally I ought to tell you this is spec work? If you actually want to make it that would be cool though, I’d love to help.
The Idea.
New Balance has long been known in popular culture as the ‘dad shoe,’ a derogatory phrase cast upon subpar kicks by sneakerheads and normal people alike. New Balance began to take the dad shoe label in stride with this one-off ad for the launch of the 990v5:
The Campaign.
What if they took that same idea and crafted an entire campaign? The “It is a Dad Shoe'“ campaign seeks to lean into New Balance’s reputation as a dad shoe and combat it by highlighting the achievements of awesome dads at every level of athletics. After all, dads can do more than just grill burgers and mow the lawn.
The Video.
The campaign embracing the dad shoe label launches on Father’s day with the release of this video.
The Activation.
The Influencer Strategy.
To boost the campaign’s reach on social media, influencers (specifically dads at any level of fitness) should be recruited to use the hashtag #ItIsaDadShoe. These men using the hashtag will show New Balance as a dad shoe, yes, but also as a brand for athletes ranging from beginners to pros.
