OFFICE X New Balance 610

Working with the team at high-street fashion retailer OFFICE, IPOS was tasked with raising awareness of the reimagined 610 silhouette from New Balance. Originally a hiking silhouette from the 2000’s, this chunky soled sneaker has been re-engineered to appeal to the younger, fashion conscious Gen Z audience.

The IPOS production team produced, captured and edited content for use on social media and eCommerce platforms.

The story

Modern working life in the city can be hard, it’s hectic and face-paced. Rushing around, organising emails, jumping from meeting to meeting and call to call.

You finally stop and manage to grab a bite to eat with your work bestie before getting back on the grind. But today is different, today you move away from your desk and head outside to urban terrain where the story of the New Balance 610 takes place.

The Urban Hike campaign celebrates the hiking silhouette as it enters a new lease of life as a fashion icon. From morning commute to lunch time explorations, this versatile trainer is as tough as the city and as stylish as mother nature herself.

Understanding the digital behaviour of the target audience allowed IPOS to strategically capture imagery that would grab attention, generate intrigue and supply the customer with relevant details about the product. The graphic treatment used throughout the campaign also supported this approach with the use of mixed composition collage and key message call outs.

Each digital platform had a unique approach to the design that would increase the likelihood of higher engagement and click through rates. This spanned across the website, socials, desktop and mobile.

Special Thanks

Alice Bew – Project Manager

Scott Waldron – Creative Lead

Robert Binder – Photographer

Forshaw Media – Videography

Mille Rich – Stylist

Isabell S – Hair and Makeup

Grace – Model 1

Carys – Model 2

The OFFICE team

New Balance