Georgia Penny | Account Executive

In July 2017, New Balance released a brand new version of their Furon boot to market. The new colourway Furon 3.0 is designed for speed, strike accuracy and acceleration. To support the launch in partnership with one of New Balance’s football retailers, Pro:Direct, MediaCom wanted to create excitement amongst the 14-25-year-old, football crazy, target audience but do it differently

Working with Jack Agency, New Balance ran a recreation of Pro:Direct’s iconic shop wall on a special build outdoor 48 sheet, showcasing the beauty of the Furon 3.0 in each segment.

Within the 48 sheet, New Balance & Pro:Direct launched a social media competition within the wall where passers-by were asked to take a selfie with the site and post to Twitter or Instagram with the hashtag #ProDirectWin. The aim of this was to create a buzz and awareness online with the key target audience, allowing them to win a pair of the boots used within the billboard and provide them with a great photo opportunity with an established football brand.