CHALLENGE
Break New Balance from a “dad in white leather shoes” reputation to a young, innovative athletic company
CREATIVE SOLUTION
Always in Beta rebrand
Digital first and best approach
Put athletes at the center of everything
RESULTS
Time & sales on website increased and foot traffic at flagship stores is up as well
MY ROLE
Senior (and sole) Copywriter at Boston Global HQ
SIDE NOTE: While at New Balance, I worked closely with product teams and sales ops to produce sales tools for NB reps and RSAs. Given the sensitive nature of the information, I will not share private company documents on this site. However, I'm more than happy to talk about these tools and my role in creating them.
I worked with multiple athletes and celebrities for print and video.
I branded and launched New Balance’s first line of sports bras, including photography style and video direction.
Worked with lots of retailers on in-store events and activations!
Worked closely with the web & UX team to bring the NB1 customization offering to life online. I also helped brand the program across all mediums.