NEW BALANCE

As part of a VML study abroad program, we were challenged to elevate New Balance’s If/Win moments by digging deeper into the emotion behind each win. Our response: The Power of the Moment — a sub-tagline that reframes victory as something personal, not just performative.

We brought that idea to life through limited-edition digital and print visuals, branded drinks to “power the moment,” and social activations that let fans feel closer to their heroes’ milestones — from game-day triumphs to quiet personal wins. Every piece aimed to turn big achievements into shared, human moments.