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NEW BALANCE

Challenge

New Balance grappled with effectively conveying the "ALWAYS IN BETA" tagline's meaning to the public, prompting the need for a clearer communication strategy while retaining the tagline's essence.

INSIGHT

To engage the audience, New Balance evoked an emotional connection through relatable storytelling and a shared athlete mindset, transcending sports and gender.

solution

The proposed "Beat Predictability" strategy focuses on igniting emotional responses, audience-centric narratives, emphasising shared drive and scientific innovation, championing fearless independence, and selectively connecting with those who resonate with the beta mindset. This approach encapsulates the spirit of constant improvement and shared aspiration, clarifying the tagline's concept and instilling a sense of purpose.

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n3w_b4l4nc3_myfutur3s3lf_milos_raonic
n3w_b4l4nc3_myfutur3s3lf_boris_berian
n3w_b4l4nc3_myfutur3s3lf_rachel_hannah
n3w_b4l4nc3_myfutur3s3lf_ciara_mageean
n3w_b4l4nc3_myfutur3s3lf_alexis_sablone
n3w_b4l4nc3_myfutur3s3lf_thomas_barr
n3w_b4l4nc3_myfutur3s3lf_ciara_mageean
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