New Balance has launched a new campaign, introducing Run University, which is “an academic institution dedicated to the art and science of Fresh Foam”.
One of the spots features a teacher during an art class, assessing the work of his students. “You’re really captured the subject’s soul here,” he tells one of the students, played by the first NCAA sprint champion in Ivy League history, Gabby Thomas, who has set numerous records and Harvard signed a professional contract with New Balance in fall 2018. “Brilliant improvisation on the backside,” the teacher tells another student, played by professional lacrosse player for the New York Lizards and Team USA Rob Pannell. “Emma, I love how effortlessly you’ve romanced the eyes,” he tells middle distance runner Emma Coburn, who is a professional runner for New Balance, too. Passing on to top basketball prospect Darius Bazley, the teacher notices he has “really let the viscosity visually and conceptually activate the piece”. Finally, he has a suggestion for English sprinter Harry Aikines: “I’d make the midsole a little lighter, more fresh,” he says, adding – at the same time with his assistant – “More Foam”.
At this point, it turns out the class attendants have made sketches of the New Balance Fresh Foam running shoe the naked subject is wearing, without sketching the subject, though.
The commercial ends with the teacher urging his students to move on to capturing the shoes in motion and with the voiceover saying the tagline “Focus on the Shoes”.
The other spots part of the campaign follow the same teacher and New Balance athletes during other classes, including Health Class, Show & Tell, and even detention. Professional track athlete Cory McGee and Cleveland Indians shortstop Francisco Lindor are also featured.
The Fresh Foam range of running shoes includes Fresh Foam Zante Pursuit for men and women ($109.99), available in five different color combinations – such as Black with Castlerock & White, Deep Ozone Blue with Eclipse, Energy Red with Team Red & Black and more, Fresh Foam Lazr v2 HypoKnit for men and women ($99.99), also available in five different color combinations, including Black with Neon Emerald, White with NB Scarlet and Rain Cloud with Castlerock, Fresh Foam 1080v9 for men and women ($149.99), available in four different color combinations, Fresh Foam Crag Trail for men and women ($84.99), available in four different color combinations, and more.
