The Project:
CAA concepted, designed and planned the launch party for New Balance’s new state-of-the-art multi-sport facility: “The Track.” We created opportunities for brand visibility and creative storytelling around the fastest track in the world.
The launch integrated athletes, influencers, performances, and brand activations. It featured a fashion presentation highlighting New Balance clothing and footwear, custom photo backdrops, an exclusive tour of the facility and a concert featuring Jack Harlow. The launch of The Track engaged fans and kept both the venue and brand relevant and forward thinking generating 2.6B impressions - leading to the highest watch times ever recorded on New Balance channels; 18M performance views and 22M across promotional posts and streaming.
My Role:
Creative/Art Direction: Designed the look and feel of invitations and branded touch points throughout the experience; designed floorpan and consumer flow, collaborated with production team and served as on-site support.
Agency:
CAA Brand Consulting
Event Photography:
User Generated Content:
