Whilst looking into New Balance's past campaigns, I came across this New Balance Party advert which was part of the brand's 2008/2009 campaign called Love/Hate which focused on the love/hate relationship between runners and running. The campaign aimed to highlight that through their unique fit, New Balance shoes can create the right balance between love and hate and help runners enjoy the sport more.
I found this interesting after looking at the Adidas House Party and thought how it could be turned around to create an advert for their lifestyle trainers by showing the same advert from the party goer's perspective rather than the runner's. The advert could show him greeting the runner as in the original before following him into the house party where they are all wearing New Balance lifestyle trainers, in a similar way to the Adidas House Party. By airing these alongside each other it would show consumers the two sides to New Balance and enable them to recognise the brand in both sports and lifestyle scenarios.
Posted by Hannah Wills.
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