New Balance x Highsnobiety
Branded Content Campaign

To launch the upcoming silhouette of the New Balance 997 Sport, Highsnobiety produced a branded content campaign that further tells the New Balance story. A brand that is highly respected in the last century as a family-owned brand born in the USA, they stand for family and are the embodiment of the mindset of fearless independence. A cult classic, best known for combining peak performance and style.

To continue their previous narrative of “Runs in the Family”, we dive into the next chapter for New Balance: Next Generation Fam.  The campaign was divided into two content pillars, storytelling and product. For the storytelling pillar, we focus on authentic stories of crew love, family, and fearless independence featuring an up-and-coming creative collective. For the product pillar, we focused on product-centric heritage content that features both the 997 silhouette family.