New Balance Ads
Read about the project
Overview
New Balance is often perceived as a “dad shoe,” lacking the trendiness of its competitors. To challenge this perception, I researched public sentiment and the brand’s history, uncovering its unexpected origins in arch supports—initially inspired by a chicken’s foot. Instead of forcing a sleek, athletic image, I leaned into New Balance’s quirky, unapologetic identity. Using self-deprecating humor and authenticity, I designed three playful ad posters that celebrate the brand’s uniqueness, reinforcing its charm while making it more relatable and memorable.
The Problem
New Balance has long been labeled a "dad shoe"—practical but uncool, struggling to stand out against larger, more dominant sneaker brands. Instead of competing on hype, I saw an opportunity to embrace what makes New Balance different and turn its perceived weakness into a strength.
My Process
I conducted a brand audit, competitor analysis, and informal audience research to understand how people perceive New Balance and why it struggles to break into younger, trend-driven markets. The challenge was setting the brand apart without forcing it into a competition it couldn’t win.
I developed an offbeat ad campaign that leans into the brand’s practicality, reliability, and self-aware charm—positioning New Balance as the shoe for those who don’t chase trends but wear what works.
My Designs
This campaign brings a fresh perspective to New Balance through:
Off-Beat Print Ads: Playfully acknowledging the brand's "uncool" reputation while highlighting comfort and reliability.
Self-Aware Tone: Moving away from hype culture and connecting with consumers through humor and authenticity.
Conclusion
New Balance doesn’t need to be the trendiest shoe—it just needs to own what makes it different. This campaign shifts the narrative from trying to compete with flashier brands to celebrating what makes New Balance excellent: reliability, comfort, and an effortless sense of style for those who don’t take themselves too seriously.
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