OFFICE x New Balance 2002R Roadshow
The brief
To create excitement with Gen Z females around the remix of the New Balance 2002 silhouette.
The process
Tasked with promoting the somewhat unknown New Balance 2002R, IPOS made a bold choice to ignore the traditional path of a product photoshoot and instead immerse the audience with IRL events across Glasgow, Manchester and London.
Our aim was to craft experiences that spoke directly to the Gen Z fashionista female and by recognising that this audience values experiences and immersive engagement, we set out to curate events that would encourage the participants to share their experience with the product on our behalf.
What We Did
What We Did
What We Did
What We Did
What We Did
What We Did
What We Did
For this project, we called upon the following IPOS pillars
Who delivered the complete project, including …
Project Management | Event Planning
During the one week roadshow the events were held in three coffee shops in key locations throughout the cities. During the events, attendees were introduced to a panel discussion of industry professionals, customisation stations to allowed you to take the 2002R and “Remix it your way” and a nail artist that would paint bespoke designs on your fingertips. This was all rounded off with a free coffee (inspired by the shoes key colour way) that enabled you to peel the sleeve to reveal a range of prizes up for grabs.
The outcome
