New Balance WRPD Runner SS24 Campaign

New Balance set out to introduce their new WRPD Runner through a strategic partnership with Jamal Murray. The goal was to engage a younger, design-savvy audience by positioning the shoe as a bold, futuristic take on classic running footwear. With its minimalist design and underlying technical innovation, the WRPD Runner was crafted to resonate with consumers seeking both style and performance. The campaign aimed to strengthen New Balance’s connection with the Foot Locker shopper and solidify the brand’s presence in the competitive athletic footwear market.

As a New Balance ambassador, NBA star Jamal Murray played a central role in bringing the WRPD Runner to life. Murray helped emphasize the brand's commitment to both innovation and performance. The campaign leveraged strong, design-focused visuals that highlighted the shoe’s minimalist yet futuristic aesthetic. The message was clear: simplicity in design is not a compromise, but a statement of confidence and sophistication. Available in both male and female versions, the campaign also sought to emphasize inclusivity and broad appeal.

The WRPD Runner successfully launched in 24 countries, reaching 615 Foot Locker stores worldwide and gaining significant visibility through 36 premium retail executions in key cities. The campaign effectively engaged the target demographic, driving both in-store and online interest. The shoe’s strong design narrative, paired with Jamal Murray’s endorsement, positioned the WRPD Runner as a must-have for those looking to blend style with performance. The successful launch further solidified New Balance’s foothold in the competitive sneaker market, particularly among younger consumers.