NEW BALANCE – MADE IN UK
Fusing craft and progression with contemporary relevance.
STRATEGY / CREATIVE / EXPERIENTIAL
Where English craftsmanship and fashion collide.
The brand is the only major athletic sneaker brand currently producing sneakers in the United States, as well as outposts in England and Japan. We have always had the most admiration for New Balance, the people there and its premium products that we help make relevant to different tiers of consumers – from fashionistas, sneakerheads or the mainstream – in the most authentic and credible way, to bring success and longevity to the brand.
For many years, we’ve successfully elevated New Balance’s domestically ‘Made in UK’ products. For 2019, bored of the same old format of hyped-up of collaborations, ‘influencers’ and limited product availability, New Balance asked McFaul_Day to strategise and deliver a new way of releasing their yearly collections to an elevated crowd of savvy consumers.
The results are strategically positioned seasonal presentations, tying in with bigger global fashion moments, events and consumer’s attention during fashion weeks. We produced lookbooks, OOH poster sites and social media films to coincide with our experiential brand events in London, Paris, New York and Tokyo.
Season 1 presentation event in Soho during London Fashion Week.
Season 2 in Paris using local heroes showcasing a younger European spirit.
“I cannot speak more highly of McFaul_Day. Over the many years they have consistently supported our brand growth and appeal. They combine strategic insight with best in class creative approach and asset creation and have been fundamental in our brand position and growth in our lifestyle category. They have delivered best in class assets at Global and European level to our markets and in addition are our strategic key account agency partner. Justin, John and their team have a huge passion for what they do, communicate with ease at all levels and we firmly think of them as part of our internal team.”