The Surplus Pack honours the care of true craft. People who are tinkering and building and do’ing; people who embrace the entrepreneurial spirit. Invited to participate were five highly respected industry influencers to form a “Knights of the Round Table”: A short film about the legacy and influence of New Balance’s UK Flimby factory. Old collaborators and influencers came to talk about Flimby with reverence. Altogether at Flimby for a couple of days to make short film edits, a radio podcast and social media content, talking about importance and the legacy of Flimby, and ultimately the Surplus Pack – a series of 6 shoes made from the past 25 years surplus materials. Shot with a high-end documentary approach on location at Flimby.
By gathering together the world’s most heads, all under one spotlight, gives New Balance and the Surplus Pack serious gravitas, heightened market relevance, while also highlighting the importance of Made in UK, New Balance craft and premium materials by featuring the unique super limited 1906 Surplus drop. We also supplied a full marketing asset pack for Global New Balance partners to use and seed the project.