New Balance: Papi Jiang – A letter to my future self

Lilian Hu

Sportswear brand New Balance used a video-based campaign to strengthen its brand image and increase sales of its running shoes in China.

Campaign details

Brand: New BalanceBrand owner: New BalanceLead agency: J. Walter Thompson ShanghaiCountry: ChinaIndustries: SportswearMedia channels: Online display, Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

New Balance is striving to become the world's third-largest sports brand, after Nike and adidas, and the number-one running brand.

In China, young people have high preference for the brand's fashionable lifestyle range, but are less familiar with the performance sports one. Strengthening the brand's authentic performance sport images and increase sales of running shoes for the...

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