New Balance x Footlocker - WRPD Runner

Launching NB’s WRPD Runner for Footlocker in Italy, by taking the local sneakerhead community on an immersive journey of the shoe’s artistry.

TRUTH

Re-energising the WRPD franchise in influential European cities to increase overall silhouette sell-through.

Re-Imagined

To create a compelling franchise moment, we designed and activated an immersive experience in Milan to better educate key audiences with the WRPD technology, with the aim of increasing appeal amongst influential creators and ultimately conversion within their audiences. 

To deliver this, we implemented a three tiered strategy, leading with the immersive activation, curated paid partnerships and elevated organic seeding.

We curated and built a standout immersive experience in Milan to showcase the hidden technology behind the WRPD Runner silhouette and achieved a high attendance rate with large volume of organic content.

To generate cross-market appeal we partnered with five fashion-focussed content creators across the EU with the aim of increasing product consideration among a wide variety of audiences to support the sell-through rate which achieved a +150% increase during launch week.