NEW BALANCE IN 'SNEAKERS: THE UPPER SOCIETY'

As the aim for this project is to help raise awareness for New Balance within the UK I thought it would be interesting to see how the brand is portrayed within photoshoots for magazines. Most of the examples found have been from magazines I picked up while in Berlin but it was interesting to see how New Balance is portrayed against their competitors within these fashion shoots.

This would also help gain inspiration for how we, as a team, could portray New Balance within advertising, as they are clearly portrayed in a better light in countries such as the USA and Berlin.

The images below show New Balance featuring in a trainer photoshoot for Sneakers: The Upper Society magazine, which I picked up while in Berlin.
The photoshoot, named 'Sneak Boutique' features all of New Balance's main competitors such as Nike, Onitsuka Tiger and WESC, with the photos using elements such as smoke, water and paint to create an interesting effect.

CONVERSE AND K1X TRAINERS

ADIDAS AND CHAMPION TRAINERS

SUPRA AND DC ADM TRAINERS

NEW BALANCE 560

ALIFE AND ONITSUKA TIGER TRAINERS

NEW BALANCE 410

WESC AND KAWASAKI TRAINERS

I think that New Balance stand well against their competitors and almost blend in with them; which is something that they haven't been able to achieve in the UK. Although they do not want to become 'mainstream' within the UK, as they will lose the exclusivity of their brand, this photoshoot is a good way to take inspiration from how other countries see the brand (in this example as equal to their competitors).