New Balance
The Worthy Express

How do you create relevant content that fuels both brand stories and sell-through?

For New Balance, this meant developing digital content that would sell-out the reissue of a classic shoe, and create a brand halo that generated interest among sneaker fanatics. Largely unavailable for the past 30 years, the 740 — made famous in the 1980’s by NBA legend James Worthy — is a shoe that didn’t need an introduction. Its scarcity was already an enormous draw.

After digging through an extensive archive of print ads, video footage, and articles—the challenge was to resurface the nostalgia and history in a relevant way. To assist in bringing this to life, our team was given access to James Worthy himself. We spent a fruitful day with him in Los Angeles, walking the streets of Venice, talking shop, sharing stories, and shooting hoops. All of this was captured with video and still photography.

The experience we delivered centered around the story of how the shoe came to be, through James’ own eyes. He took us through a journey from his days growing up in N.C., to his college days at the University of North Carolina, through his professional career as a Laker. The release schedule created bursts of excitement months apart and represented the different chapters of his life.