2019 boston marathon campaign, new balance

New Balance isn’t the sponsor of the Boston Marathon, but the
Boston-based brand takes over the city for the event anyways.

In 2019 New Balance launched the “RUN YOU” campaign to celebrate the runners and limited-edition 890v7 shoe released for the iconic race. The visual identity for the campaign pulled inspiration from the colorful design of the shoe, which symbolizes the tulips that bloom in the Boston Common each spring after the long, harsh winters a lot of the runners have been training through. OOH was a core part of the creative rollout, taking over The Prudential Center, many of the T stations and trolley exterior wraps, banners along the course, and the exterior and interior of The Lenox Hotel near the finish line. Additionally, we were tasked with creating a retail booth for the Expo, as well as a badging graphics package for both cotton and performance apparel. The team facilitated a location shoot in Boston to capture the apparel and footwear collection, as well as the grit, pride, and community this running city is so well known for. To add to the celebrations, New Balance continued their partnership with Boston-based Harpoon Brewery, and we developed graphics for their limited-edition “Run Like a BOS” IPA that was a special brew to honor the event.

Art Direction + Design: Tyler Carr, Colin Gould, Peter Francia
Creative Direction: Colin Gould
Photography: McFaul+Day