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Award Winning Stories: How Zak helped New Balance become a player in football

The Drum

Over recent years, New Balance has grown its status within footballing arenas around the world having initially briefed its creative agency Zak with helping it move into the world’s most popular sport. Their work together saw them handed the prize for Long Term Marketing Strategy at The Drum Marketing Awards.

Here the agency’s co-founder and chief creative officer, Matthew Bennett, shares the story of the brief New Balance came to it with and how the project led to accolades.

Hear from Bennett on being approached by New Balance, already a client through its Warrior football brand, to up the ante in order to disrupt the dominance of the sport’s biggest apparel brands, Nike and Adidas. He also shares some of the work that was put into making that ambition a reality over a five-year-period.