29 June saw New Balance launched a video led campaign called ‘Football’s Next Wave’ which consists of a three-film documentary series following individuals from in and around football culture who are trailblazing a fresh, unorthodox path.
The campaign, developed by agency Zak, is a three-part documentary series which sets out to shine a spotlight on the subcultures and communities thriving around the game.
The three videos are each set in different markets and they all champion people who, like the brand, are ready to kick back against the established set of rules and walk an independent path.
Episode 1 is set in the USA and uncovers the nascent soccer scene in Atlanta where ‘the players play’ and meets the youngsters and fearless communities shaping the modern game on and off the pitch.
Episode 2 explores the disruptive influences of grassroots football and fan communities and explores a unique, independent pathway to English football where young people and local communities are ripping up the rule book and changing football culture. The spot features Baiteze Squad (@baitezesquad), This Fan Girl (@thisfangirl_) and Hassan Ayari (@hassanayari10).
While Episode 3 is set in Japan and pulls the curtains back on the creative football revolution happening in Tokyo as Western and Eastern cultures collide to form the game’s next wave with young Japanese collectives daring to express their individual creativity in a world where everyone wants to fit in and features 92FC (@92footballclub), J.Snaps (@jsnapsfootball) and photos from SHUKYU (@shukyumagazine).
Comment:
This continues New Balance’s football strategy which seems to be based on showcasing, supporting and exploring the culture around the game – from fashion and style, to music, art and attitude – much likes what has happened to basketball.
This work follows on from the brand celebrating Liverpool FC’s recent Premier League title win (which came at the very end of its kit supplier partnership and has generated more than 2.5m YouTube views in a week) which revolved around player ambassador Sadio Mane
and also follows in the footsteps of previous New Balance football culture campaigns such as its ‘Make It To Moscow’ project for the 2018 World Cup in Russia (see case study)
Links:
New Balance Football:
https://www.youtube.com/user/newbalance
https://www.instagram.com/newbalance/
https://www.facebook.com/NewBalance
https://twitter.com/newbalance
Zak:
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