Mid May saw sportswear brand New Balance leverage Russia 2018 well ahead of the start of the tournament with a campaign promoting its new Otruska Pack
Inspired by the mythical two-headed hellhound Orthrus, New Balance has rolled out a campaign for its new Otruska Pack: the brand’s first blended football and lifestyle footwear.
The boots from the collection will be worn by New Balance sponsored players at the FIFA World Cup.
The campaign kicked-off with a launch event on 11 May saw New Balance unveil the Otruska Pack – the brand’s first ever blended football and lifestyle footwear and apparel collection.
The collection, which aims to be both ‘striking and unconventional’ and have a ‘distinctive Russian feel’ and was launched with a pair of films depicting the ‘contrasting forces of idealistic Russian beauty and portentous Soviet power’ that make up ‘Dusha’ (the Russian Soul).
The brand hopes that these videos will excite consumers and driving focus toward the product.
“This is the first World Cup that New Balance will be on the pitch from a boot and kit perspective because the brand in football is only three years old, but we will have an on-pitch presence from both team and player perspective,” says McCallum.
The limited edition global Otruska collection emerged as a concept and a kit launch from a collaboration between New Balance and ZAK (New Balance Football’s global creative agency).
Comment:
The aim was to stroke out early with an unconventional approach that aimed to cut through the noise surrounding the world biggest sports event
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