Football Friendlies

Proactive brief
Ideal Client: New Balance

The Context
New Balance* is building its football crews but has no official presence at the 2026 FIFA World Cup. It means official partners and team sponsors will dominate share of voice and strengthen their respective shares of market.

The Idea
Reinforce New Balance’s growing football rep and brand values by elevating sport and demonstrating their knowledge of the game and the deep impact it has with all communities.

The Execution
A global real-time OOH campaign that goes live shortly after each game - not to celebrate the winners, but to console the losing country. 106 games, 80+ billboards, 30+ languages.