The New Balance “Love/hate” brand campaign touches upon every runner’s complex relationship with the sport; the love of running and physical fitness balanced with the hate that accompanies the early mornings and sore muscles. New Balance’s mission is to increase the Love for every runner.
The first in a ten video online project, this sampler piece presents a raw and macho take on that relationship and brand campaign. Bluefoot applied a long list of state of the art cameras and technologies to film and interview nine accomplished runners, from Olympians to National champions, in locations across the country to showcase the Love in a cinematic, funky and direct manner. And at heart of all the Love is New Balance and their product.