New balance boston marathon
Challenge: Build affinity for New Balance during the 2014 Boston Marathon while respecting the tragic events that occurred just one year earlier.
Solution: Create a rally cry, "We Are Boston," that speaks to the unique character of Bostonians and ties to New Balance's Boston heritage.
While New Balance wasn't the official sponsor, local press declared that the brand "won" the marathon, outshining and out-marketing the much larger Adidas brand.
Copywriting by Volcano