BRAND STRATEGY
NEW BALANCE
Defying the odds. Helping a century old brand to reinvent and position itself as a true athletic brand for consideration amongst a millennial/ Gen-Z audience.
New Balance has a long heritage as a sportswear athletic brand. My brief was to find authentic ways to position the 100 year old company as a challenger brand: Embracing the role of being the underdog. One that through the test of time has meticulously carved its identity amongst consumers without persuasion by fading trends.
Tapping into the newly launched "Fearlessly Independent Since 1906" brand platform, I connected consumer touchpoints via creative language, content, influencers, & channel executions to promote the brand and its products amongst a younger demographic as a true lifestyle force for consideration. Continue scrolling to see the executions.
OOH
MONSTER PRODUCTS
Defining and executing the commercial strategy of a 30+ year legacy OEM company transitioning to branded items for consumer adoption within an overly crowded retail space.
In 2013, the retail value of headphone shipments worldwide amounted to $8.4 billion (as reported by Statista). Monster was fresh of its public announcement that it would separate as the official OEM partner of Beats by Dre, and was entering the launch phase of its own consumer facing line of branded headphones.
My brief was to lead the brand strategy, specifically the positioning and launch tactics for Monsters newly created division of Fashion audio products. The range of items were featured across 3 categories: Travel | Sport | & Luxury. Highlights of the collection included partnerships with brands such as Chanel, Tumi, adidas, & the 2013 winner of Vogue’s CFDA award Public School.
