Services – Experience
NEW BALANCE X COLETURE
Coleture is a long-time partner for New Balance, executing some of the world-class brand’s community partnerships and live events.
Media events that spark conversation are our specialty. That’s why New Balance entrusted Coleture with the execution of a three-day international media event, hosting an elite group of notable lifestyle influencers and writers for the launch of NB Made’s 1978 Media Tour.
Coleture hit the ground running with a branded coach bus for the group road trip from Boston to New Balance’s Factory in Maine; the NB bus featured custom beverage carts, games, and iPads loaded with entertainment options.
Back in Boston, the day ended with dinner at a historic venue we transformed for a one-of-a-kind experience post-road trip to connect and mingle with NB leadership.
The trip ended with a full day spent at NB Headquarters in Brighton, with a VIP shopping spree to make sure our crew got gift bags filled with the latest NB collections on their way out.
NB Global Flagship
Located in the heart of San Francisco’s shopping district, Coleture helped ensure the grand opening of the brand’s second flagship store was an unmissable experience by hosting a media and influencer event to show off the brand’s three stories and whopping 9,000 sq. ft. of merchandise, complete with running shoes to stylish athleisure apparel. Located just off Union Square, our team created a buzz-generating machine, with the help of a 360 degree GIF station, celebrity DJ, San Francisco’s most famous bites, and an overall immersive and interactive brand experience.
NB FITNESS CHALLENGE
Coleture conceptualized and executed the New Balance Fitness Challenge, an annual summer-long fitness tour bringing professional athletes and underserved youth together to embrace an active and healthy lifestyle. Coleture has powered this event since 2013.
We locked in strategic brand partnerships along with establishing and managing a list of athletes to host each stop on the international tour. Professional baseball, lacrosse, soccer, and track & field athletes were all in attendance to help promote health and wellness to kids across the country, sparking a love for physical fitness for tens of thousands of youth.
NB X DSW
As part of a strategic partnership, Coleture created an unforgettable in-store retail experience. To hype up DSW Kids, our team created a family-friendly in-store version of the NB Fitness Challenge, turning aisles into a course of hula hoops, long jump, hopscotch and other childhood favorite games. The tour visited DSW’s flagship stores in four major markets, engaging thousands of customers to enjoy an out-of-the-box shopping experience highlighting the brands’ bold, new kids section. As a result of the partnership, DSW saw a significant revenue drive in the sale of New Balance Kids products at their stores across the country.
NB X MLB ALL-STAR
Coleture has years of expertise in activating at MLB All-Star, which is why New Balance chose our team to produce the brand’s first live event program at the Midsummer Classic. Right in the mix of MLB All-Star festivities, our team transformed Cincinnati’s Contemporary Arts Center into an experiential footprint that would set NB apart, including an art exhibition featuring deconstructed baseball cleats worn by the pros, a virtual batting cage where guests could experience NB’s latest footwear technology, the innovation behind NB’s world-class footwear for some of the game’s greatest talent on the field.
It wouldn’t be a New Balance event without some extra goodness woven in—this event was extra memorable with a special appearance by Team NB Baseball athlete Brett Gardner of the New York Yankees. The All-Star outfielder gifted 50 kids from the local YMCA a brand new pair of NB sneakers and a swag bag as the home run ending to this special program.