Problem How can New Balance leverage a key cultural sports mo- ment to promote the partnership with NBA star, Kawhi Leonard? Solution By utilizing contextually relevant out of home in prominent locations. Background In Q4 of 2018, New Balance signed a multiyear endorse- ment deal with Toronto Raptors all-star, Kawhi Leonard. As the Raptors advanced to the 2019 NBA Finals, New Balance identified the ideal opportunity to feature their Kawhi partnership and capitalize on a key cultural sports moment in order to increase brand relevance and ulti- mately drive sales. The real-time nature of the playoffs presented the challenge of identifying the best out of home placements, as well as receiving client approval and Kawhi approved artwork, within just a few days. Ad- ditionally,

Join for free to read