New Balance S2 23 Campaign

MATTE teamed up with New Balance for the launch of their S2 23 campaign. The shoe pack included the 550, 2002, and 530. New Balance sought an agency partner to help represent how each silhouette bears a certain timelessness and ubiquitousness, while retaining regional idiosyncrasies specific to key NB markets.

This campaign asserted 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.

The campaign explored the convergence of sport and the specific cultures of talent from three different regions: NA, EMEA, and APAC, highlighting cultural and regional idiosyncrasies under the same campaign umbrella.

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, set-styling inspired by pop-culture, regional motifs, and sport brought the pack’s versatility to life in a 360° campaign.

A series of stills and videos were allocated for social media, e-commerce, and in-store display. These shots drove the campaign narrative, matching each sneaker in the set to the most compatible talent and region.

Activations at select Foot Locker stores brought the campaign to life. Miniature bedroom vignettes exhibited key possessions as artifacts of a creative life. Guests were able to step into the private worlds of their favorite talent and examine the environments that created them.