NEW BALANCE - RUNS IN THE FAMILY
Integrated Brand Campaign | Concept, Strategy & Creative Direction
A multi-generational storytelling campaign celebrating heritage, culture, and connection through New Balance.
Runs in the Family
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Runs in the Family is an integrated communication campaign developed for New Balance, exploring how the brand exists across generations, from first pairs to life’s biggest moments.
The campaign blends emotional storytelling with fashion-led design, community participation, and product innovation to humanise the brand while increasing awareness and engagement.
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New Balance is one of the few sportswear brands worn consistently across age groups: parents, children, and grandparents alike.
Rather than chasing trends, the brand holds emotional value rooted in comfort, heritage, and authenticity.
Runs in the Family turns this cultural truth into a creative platform. -
“Some things never go out of style. They get passed on.”
The campaign tells real, relatable life stories where New Balance is present at key milestones, childhood, growing up, and passing things forward.
It celebrates:
heritage without nostalgia feeling dated
fashion without losing authenticity
family in all its forms; biological and chosen
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Warm, cinematic, and emotionally grounded.
Everyday people, not celebrities
Nostalgic storytelling with modern styling
Natural lighting, soft colour palettes, and fashion-forward compositions
A balance between lifestyle and performance credibility
The tone is intimate, human, and timeless, aligning with New Balance’s brand ethos.
Hero Activation
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The Find
A father rediscovers his old New Balance trainers while clearing out the garage, triggering a flood of memories tied to life’s milestones.
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First Pair
A young boy receives his first pair of New Balances from his dad - a quiet moment that marks the beginning of a lifelong relationship with the brand.
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Prom
A group of friends get ready together for prom, representing chosen family and shared coming-of-age moments.
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First Day
A student steps onto campus for the first time, wearing New Balance as a symbol of confidence, independence, and transition.
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Hospital
The father grabs his trusted New Balances while rushing to the hospital for the birth of his daughter, a moment of urgency, emotion, and comfort.
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Gift
He gifts his daughter a brand-new pair from the Family Pack, passing on more than shoes, but history and meaning.
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End
Three generations, all connected through New Balance.
Product Innovation - The Family Pack
A limited-edition packaging concept designed to bring storytelling into a physical product.
Features include:
Personalised naming on the box
Customisable lace colours
Interchangeable charms
Sustainability messaging printed inside the box
Heritage silhouettes (e.g. 530s, 990s)
Local Creator Collaborations
Charms are designed in collaboration with regional creatives, reinforcing community and cultural relevance:
Scotland
Nigeria
USA
Available online and in selected New Balance stores.
Digital & Social Strategy
A content-led approach designed to encourage participation and storytelling.
Website
A dedicated Runs in the Family landing page acts as the campaign hub - hosting the film, product storytelling, and interactive customisation.
Social Media
Influencer-led launch across TikTok & Instagram
UGC challenge using #RunsInTheFamily
Short-form memory-based content (birthdays, first pairs, family moments)
This creates a two-way conversation between brand and community.
In-Store & Online Extensions
Visual merchandising focused on generational styling
POS storytelling displays
Online banners and product features linking back to the campaign narrative
The campaign lives seamlessly across physical and digital touchpoints.
Humanises New Balance through real emotion
Strengthens heritage while appealing to Gen Z
Bridges fashion, culture, and performance
Encourages participation rather than passive consumption
Why this campaign works
Runs in the Family reframes New Balance as more than performance footwear, positioning it as a brand woven into life’s most meaningful moments.
Through emotional storytelling, community participation, and product personalisation, the campaign strengthens New Balance’s heritage while making it culturally relevant for a new generation. The Family Pack bridges digital and physical touchpoints, encouraging consumers to engage, customise, and share their own stories.
Overall, the campaign builds deeper emotional connection, increases brand and product awareness, and reinforces New Balance as a timeless lifestyle brand that genuinely grows with its audience.
