Bored of the same ol’ hyped-up tired formula of collabs, influencers and limited product availability, New Balance asked McFaul+Day to strategize, conceptualize and deliver a new way of releasing their yearly product to an elevate crowd of savvy consumers.
Our teams devised a seasonal presentation format, akin to the fashion calendar and thus tying in with bigger fashion moments, events and consumer’s attention during fashion weeks.
Season 1 launched with a UK specific social commentary on why British style has always been at the forefront of International street-style and sub-cultures with opinion pieces from renowned media stylists, editors, artists, prominent street kids and fashion influencers all based in Soho, London. Bringing the domestic manufacturing and craft story in from New Balance’s UK base in Flimby, Cumbria into a lookbook, social assets and a localized OOH wheat paste poster campaign, all drove hype and anticipation for an invite only seasonal presentational showcase of New Balance Made in UK sneakers, a short-film première, historical shoe timelines, production line machinery theatre, with good vibes spun by local underground DJs and drinks to match. The Seasonal presentations continue with number two in Paris, three in Tokyo and round four in NYC.