New Balance & Sports Direct

New Balance and Sports Direct have a long-running partnership in their continuity range. This year we challenged expectations by creating an ATL, Digital and social campaign championing the everyday runner.

New Balance hero

Concept

New Balance doesn't do things by halves. Each product has been engineered to the fullest, designed to propel you forward and keep you stable, so you can focus on what matters most. Helping athletes, individuals, friends and collectives give their all. Whatever their all is. NO HALF MEASURES is the embodiment of that mantra, a call to arms for people to be who they want to be and become fearlessly independent as a result.

A little different

Trainer marketing comes laden with so many tropes, but New Balance was fully on board when we said we wanted to produce something more challenging. Each runner has their own story. We wanted to convey that feeling of escapism and exhilaration that comes with just putting on a pair of shoes and getting out there.
NB route dev
NB route dev
NB route dev

Location

We ditched the typical gritty, urban location in favour of Brighton and opted for an open casting to give us access to talent that was authentic and fresh. Shooting on 16mm complements Ede’s stills photography that resulted in a piece of creative that felt genuine and representative of real people.
New Balance WIP
New Balance
New Balance
New Balance
New Balance
New Balance
New Balance
New Balance
New Balance

Credits

Creative Director: Sam Richardson
Art Director: Jade Nodinot
Designer: Ty Stanton-Jones
Photographer/Director: Ede Dugdale
Production Co: Progress Films
Editor: Alex Pulford
Videographer: Max Dos Santos
Markets UK, France, Germany, Spain, Portugal, Holland, Greece, Poland, Czech Republic, Slovakia, Hungary, Estonia, Lithuania, Latvia, Iceland.