New Balance 1000
Role: Strategy Lead (Vinyl Media)
Developed the strategic platform and creative direction, shaping how New Balance showed up around Melbourne Fashion Week without official sponsorship, through editorial, content and cultural storytelling.
Cultural Insight
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Editorial Strategy
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Product Positioning
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Fashion Storytelling
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Cultural Insight ā³ļø Editorial Strategy ā³ļø Product Positioning ā³ļø Fashion Storytelling ā³ļø
Owning The Streets Around Fashion Week
Fashion Week isnāt just about the collections, itās about the people who turn up to them. The looks outside the venue are often just as influential as the ones walking down the runway.
So rather than create another Fashion Week campaign, we positioned the New Balance 1000 as the sneaker already being worn by the people shaping the event. Through Rolling Stone editorial, street-style content and fashion-first storytelling, the brand became part of Melbourne Fashion Week without ever needing to own it.
The result: New Balance earned cultural relevance during one of Australiaās biggest style moments by showing up exactly where fashion influence was already happening.
