NEW BALANCE

OTRUSKA

For the World Cup in Russia, New Balance had to go full challenger.

With a new boot and lifestyle pack to launch, we needed to cut through the headlines and tap into real culture. While most brands played it safe, we went the other way - straight to the streets.

We travelled to six host cities; creating both ATL assets but supported  on socials with global football creators, uncovering the raw energy of Russian street football - known locally as korobka. From concrete cages to night-time games the journey built into a docu-series that ended in a grassroots final in Moscow.

This was football beyond the broadcast.
Real people. Real play. Real Russia.