New Balance has reinvigorated their brand with a performance focus, engineering shoes for top-level runners. Every year, we help develop collateral for several races they sponsor around the country. But this one was different. This time, we were tasked with sprinkling in a little Disney magic in order to get people talking.

We put together a special package to kick off the yearlong runDisney season at parks around the world.  We stuck to the New Balance brand trademarks—running, energy, and performance, while incorporating Disney’s playful spirit. The result was anything but an ordinary shoebox. The opening experience and illustrations quickly went viral—and won  awards.