New Balance: MX80
New Balance has always been a leader in running shoes, but in cross training, they were an underdog. For the new MX80 campaign we decided to take advantage of Sport Chek’s new innovative digital signage. We demonstrated the shoe’s dominance by pitting it, and Montreal Canadiens captain Max Paciorettty, against an athlete’s greatest adversary – the gym. New Balance saw their training shoe sales increase by 10%, and in addition, they set a new bar for creating content that worked in both social and the new digital retail space.