NEW BALANCE x SUSAN G. KOMEN
New Balance needed a way to promote their new 860v2 shoe, the official shoe for Susan G. Komen Race for the Cure. The solution was to make a dress out of the sneaker parts.
Designer Jacqueline Quinn was up for that task and we documented the entire process, following the inception, creation, and unveiling of the unique dress, and created a five-part miniseries that was prominently displayed on the New Balance homepage and through their social media.
The videos were released one week at a time leading up to the final episode, which was shot, edited, and released on the day of the dress unveiling. Miss Universe Olivia Culpo wore the dress in a fashion show for Breast Cancer survivors.
The videos helped create a ripple effect of press. The project was picked up by Z100’s Elvis Duran, CBS Live from the Couch, numerous blogs, and Women’s Wear Daily, which wrote: “When you see Miss USA fitted, you can sense how the material breathes and how it stretches, which is just what the shoe is all about. That’s great branding for a great cause.”