New Balance

As a teasing preview, we first delivered a printed grey card, wrapped with white laces, to various journalists and influencers.

By asking for their shoe size, we immediately sparked a lot of curious reactions.

On the day of the relaunch, we distributed a video highlighting the power of grey and an independent lifestyle. For this, we collaborated with Ish Aït Hamou, the perfect brand ambassador. As a dancer, choreographer, presenter, author, and creative of Belgian-Moroccan descent, he cannot be confined to any single box. He is authentic, inspiring, engaged, and has a large and diverse following. Ideal for New Balance to follow in his footsteps...