Primarily promoting the Fresh Foam 1080v11 and the Fresh Foam X Vongo v5 trainers, November saw New Balance launch its first Gulf Cooperation Council (GCC) campaign based around championing runners who make time for what they love no matter what.
The marketing push, which targeted consumers in Bahrain, Kuwait, Oman, Qatar, Saudia Arabia and the United Arab Emirates, was spearheaded by a hero commercial celebrating the effort and commitment of runners who always make time for what they love and who put in the hard work despite challenges and roadblocks.
Launched on 28 October, the spot reflects how this commitment to consistently following through with one’s passion is like taking control and positions it as ‘an act of self-empowerment’.
Created by agency Cheil MEA (Dubai), with Meraki Production, the campaign seeks to leverage the arrival of cooler weather in the Middle East which typical marks the start of the region’s running season.
The creative acts as a call-to-action and aims to inspire and encourage viewers to seize the day and get out and run now: a sentiment particularly relevant to the region as the blazing summer heat is so restrictive as to make running outdoors difficult, dangerous or even impossible.
According to the agency, developing New Balance’s first creative in the region meant it was entirely necessary to resonate closely with the local audience, reflect the evolving daily habits of residents during the pandemic, merging personal and professional etiquettes and dress codes.
“Considering how this is the window for people of the UAE to get outside, our story revolves around a passionate runner and the things she does to get on that run. To capture this in all its authenticity, we needed to show our runner in action across popular tracks in the city,” said Cheil MEA Senior Art Director Diana Parra Lomeli.
The film’s release also coincides with the opening of New Balance’s first flagship store in the region – in The Dubai Mall – and also promotes its online stores in the region’s other markets.
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The campaign runs under New Balance’s global ‘We Got Now’ brand platform which has been running since 2020 and has included work with athlete ambassadors such as Sadio Mane, Coco Gauff and Raheem Sterling.
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