New Balance X Complexcon
(The Brief)
New Balance wanted more than a booth at ComplexCon. They wanted a cultural moment that felt authentic to sneaker culture, connected to basketball, and worthy of the stage.
Services
Strategy
- Campaign Development
- Talent Strategy
- Partnership Strategy
Creative Direction
- Visual Merchandising
- Environment Design
- Content Direction
Experiential
- AR Integration
- Talent Programming
- Retail + Sales Integration
Production
- Build
- Tech
- On-Site Management
Credits
Production: MKG
(The Work)
We designed an interactive experience around the launch of the Abstract sneaker. The activation included exclusive product drops, basketball showcases, IYKYK media moments, live challenges, AR photo opportunities, and appearances from Vince Staples and the Griggs Brothers. The booth became a cultural hub inside the festival.
20K+
[
Attendees
]
10M+
[
Social Impressions
]
4M+
[
Media Impressions
]
The Impact
The activation drew massive crowds and was featured in Forbes as one of ComplexCon’s standout experiences. By blending culture, sport, and design, New Balance became the conversation rather than simply participating in it.
Full case study available upon request.