British rapper Dave stars at the front and centre of sportswear brand New Balance’s latest integrated campaign, as it looks to positioning itself as having the hottest ‘creps’ on the market.
Revamping its iconic ‘1000’ trainers, first released in 1999 – the US brand is aiming to firmly do away with its traditional ‘dad-shoe’ image through its continued partnership with the recording star.
Featuring in a one-shot 30-second spot, Dave has also featured in an extensive photo shoot for the new product in which he models a range of New Balance gear alongside the spruced-up 1000s.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Embracing what it calls the ‘Y2K’ aesthetic, the campaign was devised by creative agency Uncanny with creative direction by Elliot Elder and George Muncy.
Commenting on the campaign, Fitting Room founder and managing director, Charlotte Mair says that New Balance has “nailed” hype with its latest campaign, adding that “New Balance has smashed its repositioning from the go-to “Dad shoe”, to some of the hottest creps on the market.”
She continues: “Although the ad doesn’t tell us much about the trainers themselves, it does tell us that we need them, and if we don’t get them, we’re missing out.”
