Made in UK
New Balance Football
Premium product storytelling
New Balance is the only sportswear company that still retains domestic footwear manufacturing in the UK and US. With the launch of the first ever Made in UK football boot, this was our opportunity to demonstrate the craftsmanship and quality that is at the heart of the New Balance brand.
Our audience for this product are essentially the sneakerheads of football: they still love the game but, being slightly older, have a deeper appreciation of history, heritage and storytelling.
Inspired by the beautiful game to perform in the modern game, we revealed the new MiUK One to a select group of global football and lifestyle influencers during a journey to the New Balance footwear development centre in Flimby where they got to see the production of the new boots in the factory. To support the launch we created special edition packaging and a short beauty film that showed in beautiful detail the craftsmanship, quality and attention to detail that goes into making the boot as well as released a suite of social, digital and retail assets to support the launch in retail.
In addition to highly engaged influencer led engagement with our launch where our audience are already having conversations, through just our own NB channels our own content exceeded expectations reaching over 300K on Facebook, >500k on Twitter and 1million on Instagram. Our film has also been shortlisted in the Berlin Fashion Film Festival.