Last week, AMG partnered with New Balance to bring their latest campaign to life through a week of activity, designed to inspire customers with how to style their New Balance trainers. Centred around the Build From The Base styling concept, the campaign showcased how New Balance trainers can be styled head-to-toe with New Balance apparel and ASOS new-in pieces to create trend-led, wearable looks.
We welcomed 34 creators to an immersive talent event at Seven Dials, Covent Garden, who joined us to style looks, capture content and explore the new collection. This marked the first ever Talent Creates activation for New Balance, which puts authentic creator styling and content creation at the heart of the campaign. Guests brought the concept to life by building outfits from their chosen pair of New Balance trainers, while enjoying interactive touchpoints including a branded frozen yoghurt station, photobooth and personalised embroidery station.
We were joined by an incredible line-up of fashion-forward talent, including Alicia Breuer, Roxana Rosu, Hope Marsh, Martha Walsh, Lydia Turnbull, Maia Andrews, Tze Shin Low, Eve Winter and Sinead Gannon, who helped create styling-led content that authentically showcased the collection.
We also brought the campaign directly to ASOSers through a New Balance takeover of GLH, hosting two styling sessions and giving colleagues the opportunity to get hands-on with the collection, discover new styling ideas and experience the product first-hand in our PR showroom.
A huge thank you to everyone across our AMG, Events, Creative, Talent, and Styling teams who helped bring this campaign to life from ideation through to execution. And the results are already speaking for themselves with New Balance sales up +30% versus last week.
