Identity,  Campaign

New Balance Basketball

How do you disrupt a category full of kings, creators, and chaos? We created a campaign around the relaunch of New Balance Basketball after decades of absence. The strategy was built from the core of the New Balance philosophy—be real, be honest, and be direct.

To accompany the momentum around Kawhi Leonard, New Balance’s no-nonsense front man, we crafted a digital and social campaign with black and white photography and bold, blunt copy to tell a new generation about New Balance’s story of independence, craftsmanship, and no-frills attitude.


Alex Center
Andrew Galloway
Pete Freeman
Sam Bumbalo
Ian Tulud
Dan Feldman


New Balance Team

The Robot Company