NEW BALANCE
Sorry Adidas.
We are Boston.
Opportunity
Capture the city's heart and win the marathon.
Situation
As the world came together to witness one of the most storied annual sporting events, Adidas was dominating the airwaves as the official Boston Marathon sponsor.
Together We Are
We orchestrated a citywide takeover from retail to transit that created a palpable sense of pride for Boston as well as a crescendo of support for runners from start-to-finish line. Localized activations were strategically placed throughout the city as innovative ways to outsmart the premium placements of Adidas branding. Boston Business Journal summed it up best with, “Clever and catchy, New Balance outflanks Adidas.”
