New Balance Classics 2023

MATTE wanted to use this campaign to assert New Balance’s positioning as a leader within sport, music and culture. By tailoring the campaign to specific regions and talent, New Balance stepped out as a global staple for consumers looking for a sneaker as versatile as they are.

MATTE captured ambassadors Sainté and Storm in contrasting spaces – intimate and public – and surrounded them with nostalgia-evoking props. From personal sports memorabilia to vintage cars, MATTE’s set-styling brought the New Balance S2 Sneaker pack’s versatility to life in a 360° campaign by showcasing pop-culture, regional motifs, and sport. The result of MATTE’s work was a series of stills and videos that were allocated for social media, e-commerce, and in-store display. To drive campaign narrative, New Balance matched each sneaker in the set to the most compatible talent and region, and brought the campaign to life with activations at select Foot Locker stores with miniature bedroom vignettes exhibited key possessions as artifacts of a creative life. Guests were able to step into the private worlds of their favorite talents and examine the environments that created them.