New Balance Design & Branding NYC MARATHON T-SHIRTS by BBDO New York, BBDO New York/ BBDO Atlanta

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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
Released October 2009

Credits & Description

Category: Self Promotion
Advertiser: NEW BALANCE
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)
Designers / Illustrators / Typographers: David Diliberto / Tim Lahan (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
Each “Run Faster NY” T-shirt had to embody the spirit and energy of the New York City Marathon as well as distinctly reference the personality and imagery of New York City. A range of T-shirts were designed to represent the “Run Faster NY” theme with three unique concepts.

Describe the brief from the client
The most passionate runners and marathoners wear New Balance’s running shoes and running gear proudly. To reach them during the 2009 New York City Marathon, New Balance created a series of three limited-edition T-shirts designed to match the New Balance marathon campaign theme of “Run Faster NY.”

Describe how you arrived at the final design
Each design embodies the “Run Faster NY” campaign theme, illustrating the path through New York, a little Big Apple in full stride, and a new twist on an iconic New York City favourite: I Love NY.

Give some indication of how successful the outcome was in the market
The “Run Faster NY” T-shirts were a great success for New Balance. The custom-shirts 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 tees (which weren’t available in 2008). At a key retailer in New York where the shirts were sold, sales were up 13% from one year ago.