5B NYC MARATHON SHOE by BBDO New York, BBDO New York/ BBDO Atlanta for New Balance

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5B NYC MARATHON SHOE

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Industry Shoes, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars, Bill Bruce
Executive Creative Director Mike Smith, Greg Hahn
Typographer David Diliberto
Illustrator David Diliberto
Released October 2009

Credits & Description

Category: Self Promotion
Advertiser: NEW BALANCE
Product/Service: RUNNING SHOES
Agency: BBDO NEW YORK
Date of First Appearance: Oct 26 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars / Bill Bruce (BBDO New York)
Executive Creative Directors: Greg Hahn / Mike Smith (BBDO New York)
Design Director: Craig Duffney (Designworks At BBDO)
Senior Designer / Illustrator / Typographer: David Diliberto (Designworks At BBDO)
Illustrator / Typographer: Sheila Cannon (Designworks At BBDO)
Account Team: Jim Santora / Stephanie Hanzivasilis (BBDO New York)
Media placement: Apparel - In Store - 26 October 2009

Describe the challenges and key objectives
The New Balance New York City marathon shoe was custom created for the 993 running model. Identity, iconography, and colour style stitching were made to the form of the current running shoe, with the goal of conceptually bringing the race through the city’s five boroughs to life.

Describe the brief from the client
The most passionate runners and marathoners wear New Balance’s running shoes and running gear proudly. For the 2009 New York City Marathon, New Balance wanted to put their foot in the race with a limited edition New Balance shoe that pays homage to the five boroughs the race runs through.

Describe how you arrived at the final design
The NB/5B shoe was designed in honour of the greatest race in the greatest city in the world. The NB/5B, for New Balance/Five Boroughs, identity was created to represent the run under the RUN NYC campaign created for the event. Along with the Big Apple symbol used for the NB/5B mark, a series of graphic icons were created to represent each of New York’s five boroughs, making the insoles a thematic runner’s postcard of the race. The black and yellow colour way is of course inspired by the asphalt streets of New York.

Give some indication of how successful the outcome was in the market
The NB/5B marathon shoes were a great success for New Balance. The custom shoes couldn’t be missed at the Marathon Expo, which every runner attends. New Balance sales at the event were up 50%, driven by sales of the custom 993’s (which weren’t available in 2008). At a key retailer in New York where the shoes were sold, sales were up 13% from one year ago.