New Balance Hits the Ground Running in Dubai with an OOH Campaign
Minimal, functional, and on-brand, New Balance has taken to the roads of Dubai with a billboard campaign as straightforward as its shoes are reliable. The visual strategy is refreshingly clean: three panels, one athlete, one sneaker, and a fashion wear message that's empowering.
In striking sans-serif, the campaign reads: “Run your way”, a declaration of independence for runners, whether casual, competitive, or somewhere in between. The phrase, “Run Your Way”, is also mirrored in Arabic, placing inclusivity at the core of the brand’s presence in the region, following their last OOH appearance in the UAE.
Against a crisp white background, the visuals give just enough: an image of a runner in mid-stride, close-up shots of the latest sneaker design, and then a quick store locator. Spotted along key Dubai highways, the campaign promotes New Balance store openings across the UAE, at locations like Marina Mall Abu Dhabi, Mirdif City Center Dubai, Palm Jumeriah Mall Dubai and Dubai’s City Walk. It’s a strategic push that marries form with function in much the same way that the brand’s footwear does itself.
New Balance chooses to jog down a different path in a space saturated with hyper-styled sneaker campaigns. Rather, this one is driven by clarity, performance, and trust. That's what makes it stand out.
The campaign landed on Dubai’s hoardings in the second week of November.
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