New Balance x Foot Locker S225 740 Campaign

New Balance set out to launch the 740 sneaker, a versatile silhouette crafted to move seamlessly through the rhythms of modern life. Available in two distinct colorways, the 740 was designed to transcend a single look or moment, adapting effortlessly to the wearer’s day. From early mornings to late nights, it is a shoe built for whatever comes next, no matter the setting, style, or agenda.

The creative direction of the campaign was inspired by the 740’s all-day functionality, drawing from the time span of morning to night. This became a symbolic narrative that informed everything from styling to mood, shaping a story rooted in versatility.

Eberechi Eze, a rising English footballer, and Cameron Brink, an emerging American basketball star, were selected as the faces of the campaign. Each styled in both the men's and women's versions of the 740, with visuals showcasing the sneaker’s adaptability. Content was designed to resonate across digital platforms and in-store environments, with the retail focus on Foot Locker, where the 740 campaign launched globally to amplify reach and cultural relevance.

The campaign successfully positioned the New Balance 740 as a true all-day, every-occasion sneaker. By aligning with influential talent from the New Balance roster, the campaign created a strong emotional and aspirational connection for the Foot Locker consumer. The use of Eze and Brink helped bridge multiple cultural touchpoints of sport, fashion, and identity while reinforcing the shoe’s unisex appeal and lifestyle versatility.

Ultimately, the 740 campaign did more than introduce a new sneaker, it introduced a mindset. One that celebrates movement, individuality, and the everyday journey from 7:40 AM to 7:40 PM.