Running into the Future

In response to intense competition in Taiwan’s sports market, New Balance navigated challenges with its ‘Shifted Collection.’ Leveraging generative AI, the brand transformed consumers into co-creators, achieving a remarkable YoY sales growth. The interactive platform, marked by a low bounce rate and high engagement, reached 8M on social media, reinforcing New Balance as a modern, innovative brand. A three-phase execution strategy, including celebrity collaborations and AI-generated city designs, seamlessly deepened consumer connections and heightened brand desirability. The campaign’s success positions New Balance not just as a sportswear contender but as a pioneer in merging creativity, technology, and consumer engagement.