Production
1ParkNine
New Balance: Intl Womens Day
New Balance was looking for a way to celebrate Women’s History Month using their women’s athletes from all over the world.
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The Strategy
19th & Park leaned into a “women first” strategy by empathizing with the fact that many of these women had trained their whole lives to be Olympians, and the post-pandemic world forced them to lean into being “women first.” We tore back the layers behind their identities as athletes and showed a much more human side with a self-captured/user-first campaign all about self-expression.
We worked to amplify the trailblazing work of the brand’s athletes, including elite runners Brenda Martinez, Nozomi Tanaka, and Amy Hunt; skateboarder Samarria Brevard; soccer players Rocky Rodriguez and Tatiana Pinto; tennis player Danielle Collins; hurdler Sydney McLaughlin; and cricketer Meg Lanning. Each piece of creative shared their authentic stories and encouraged individualism and self-expression.
The Challenge
Each athlete not only was in different parts of the world, but also had very different styles, spoke different languages, and had different personalities. Our teams worked closely to capture each of these unique personalities closely to ensure it was captured on camera for the campaign.
The Results
New Balance celebrates the power of female experiences in new campaign
Production
1ParkNine
The Strategy
19th & Park leaned into a “women first” strategy by empathizing with the fact that many of these women had trained their whole lives to be Olympians, and the post-pandemic world forced them to lean into being “women first.” We tore back the layers behind their identities as athletes and showed a much more human side with a self-captured/user-first campaign all about self-expression.
We worked to amplify the trailblazing work of the brand’s athletes, including elite runners Brenda Martinez, Nozomi Tanaka, and Amy Hunt; skateboarder Samarria Brevard; soccer players Rocky Rodriguez and Tatiana Pinto; tennis player Danielle Collins; hurdler Sydney McLaughlin; and cricketer Meg Lanning. Each piece of creative shared their authentic stories and encouraged individualism and self-expression.
The Challenge
Each athlete not only was in different parts of the world, but also had very different styles, spoke different languages, and had different personalities. Our teams worked closely to capture each of these unique personalities closely to ensure it was captured on camera for the campaign.
The Results
New Balance celebrates the power of female experiences in new campaign.
Production
1ParkNine