NEW BALANCE / REBEL V5, IT’S THAT NEW YORK ENERGY / 3D-DOOH / NYC
ImpactX / New Balance
New Balance partnered with ImpactX and Adolescent to debut the brand’s first 3D anamorphic DOOH campaign across Big Outdoor’s dual screens at NYC Port Authority — a high-flow environment seen day and night by commuters, runners, visitors, and the full spectrum of New York’s daily movement.
Our creative was joint as a synchronized two-screen interaction, echoing the momentum of marathon weekend. Inside the 3D showcase, a projected map of the TCS New York City Marathon route anchored the narrative, transforming the display into a dynamic staging ground for the FuelCell Rebel v5. This engaging setup aims to excite viewers and generate enthusiasm for the product and event.
The shoe appears restless — surging forward, breaking frame, and radiating the speed, energy return, and lightweight propulsion of FuelCell technology. The creative clearly expressed the product ethos: a rebellious attitude, confidence, swagger, and a desire to run fast. This portrayal aims to instill pride and a sense of empowerment in the audience about the product's innovative spirit.
Creative Development
New Balance Running remained front and center, while the visual narrative highlights the sculpted PEBA-blended midsole, bold design language, and fast silhouette. By pairing product-only storytelling with a high-impact location, the campaign turned Port Authority into a continuous performance — engaging a wide demographic from early commuters to late-night travelers.
A bold first leap for New Balance’s 3D DOOH future.