New Balance
x ComplexCon
New Balance Drops a NB Hoops Exclusive at ComplexCon
The Scope
Pitch-to-Active
Creative Direction + Strategy
Programming + Retail
Visual Merchandising
Partnership Strategy
The Task
Create a photo-worthy experience for New Balance’s presence at ComplexCon that integrates talent, increases awareness and builds affinity for NB Hoops.
The Results
The ABCS strategy centered the exclusive launch of the “Abstract” sneaker, with sales driven by “IYKYK” media exclusives, talent appearances from Vince Staples and the Griggs Brothers, basketball challenges and showcases, and never-before-seen content from New Balance’s Hoops campaign. Throughout the ComplexCon weekend, we engaged our audience with exclusive giveaways, retail therapy and AR photo opps.
Experiential Agency. Partner: MKG