Print and Digital Campaign: "Only In Canada(s)"

It’s not often that a limited-edition collection of shoes is not released in the United States to the throngs of shoe-obsessed sneakerheads. But that’s exactly what New Balance did, with its 574 Woods Pack: a limited edition collection that is only available in Canada. To celebrate, New Balance gave a pair to the entire population of Canada. The catch – it was the entire population of Canada, Kansas.

And this small, rural town couldn’t have been more excited.

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