We were asked by New Balance to create a movement to coincide with the launch of a revolutionary new kind of running shoe, the Minimus. The shoe comes as close to barefoot running as possible. So we put the Minimus at the very heart of running movement that advocates a “less is more” approach. We engaged ultra-marathon runner and minimalist advocate Anton Krupika to tell our story.
I oversaw the creative and design direction of the New Balance Minimus identity & product launch communications.