New Balance
The Loop

How do you use niche content to fuel relevance in new markets?

For New Balance, this meant continuing to build momentum with the high school track and cross country community by creating unique content specifically for these athletes. The muscle memory among high school runners for checking times and results was already well-ingrained — but for a sport that has strong social behaviors tied to participation, there was very little content to be found around the culture of track and field.

Together, we launched The Loop — an online magazine and a collection of social content streams dedicated to the culture of cross country and track, designed to be read and shared across the mobile devices that fill the downtime of bus rides and pre-race hangouts. With access to a team of elite professional runners, and the reach that comes with New Balance’s sponsorship of two key national championship events, we were able to develop unique content designed to be relevant to the high school runner, often created hand-in-hand with the best among them.

Together with those athletes, we created heavily-circulated content that served as the basis for social programs and event activations throughout the 2015 track and cross country seasons, and gave birth to a content-powered relationship with key athletic retailer EastBay, delivering even greater reach and scale to the program.