At New Balance I worked in brand & sports marketing to connect runners with the product and brand. Focusing on the high school athlete through grassroots events and using professional athletes like World Champion 1500m Jenny Simpson (pictured above). In my last role at NB I led our marketing relationship with our two biggest e-commerce retailers: Amazon and Zappos.
To celebrate the 10th edition and 30th anniversary of New Balance's most iconic shoe and its commitment to American manufacturing. Video and photo crews shadowed NB employees on the assembly line in Norridgewock, Maine, capturing in their words what this shoe means.
I lead creative direction and strategy on an in-house campaign to showcase this Made in the USA style.
Managed New Balance's title sponsorship of both the indoor & outdoor high school track and field championships. These two events gave us an annual physical opportunity to interact with the 10k top athletes in high school running. In partnership with digital agency Almighty, we connected the physical experience of these meets to athletes friends and family through Facebook's graph. Extending the social component of a track meet and broadcasting athletes' performances to their social graph. Almighty has a great write up here.
Signing and sponsoring professional athletes is only the first part of sports marketing. You have to inform the right audience that you sponsor that athlete, associating their credibility and prestige with your brand.
To connect high school track and field athletes with New Balance's professional team a set of "trading cards" were developed to distribute at the New Balance Nationals events. Including rookie cards for a few of the best athletes (pictured top right).
I led this project from idea through handout. Setting creative direction and producing required shoots.