New Balance

New Balance at Rebel Sport Conference

New Balance approached us to create an engaging and exciting space at the Rebel Sport Retail Conference in Cairns.

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Dashing developed a creative strategy that combined a series of brand activation zones, showcasing the brand and key product stories. We brought the space to life with 3D elements and innovative areas throughout the room, inspired by neutral palettes and textures. We added neon lights, graphic features and hero images in each zone to create a wow factor.

The Athleisure zone translates a casual and urban feel, incorporating inspiration from yoga accessories and showcasing the cross between performance and lifestyle in this collection.

The Field of Play zone incorporates hoops and football messaging, as it mimics a changing room with a basketball game area where visitors can play. 

The Essentials and Relentless Collections were showcased next to each other, through ‘The Only Way is Yours’ energy zone with a gritty aesthetic, and the rustic look of raw pallets for the unexpected twist of the Relentless sets. 

The Performance zone focused on the Fresh Foam technology used on New Balance running and training shoes, using 3D clouds and acrylic plinths to highlight the revolutionary material.

The Green Leaf zone aimed to communicate the brand’s commitment to sustainability, highlighting the consumer-focused certification introduced in 2020 that has helped the company meet its sustainability targets, choosing environmentally preferred materials across footwear and apparel products. We added a diffuser with a fresh grass smell to evoke the senses of people visiting the space.

The centre moment combined the illuminated brand logo with stadium-style screens and hanging sneakers, creating a fun and eye-catching zone. 

It was a pleasure to work on this project, as we overcame the challenges and helped with the brand re-position within Rebel Sport, receiving amazing feedback from the team:
“I just wanted to personally thank you and the team for what was a best-in-class execution of the NB brand. The response to the room exceeded all expectations and what exactly what we had planned. There is no doubt that perceptions have changed towards NB. Your team’s attention to detail was first class. Looking forward to briefing you on the next campaign”.
Joel Hanlon, New Balance Marketing Manager.

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