New Balance: In Pursuit

VMLY&R and New Balance kick off the brand’s In Pursuit campaign with a music video for female band, Beginners x Night Panda. The work was created by a women-led team, with the video helmed by Brooklyn-based director Lauren Sick, and produced by Tessa Films.

Promoting the brand’s Fresh Foam-cushioned running shoes, the video weaves together the thumping drum-led track, Start a Riot, with the motivational grit and determination of the four female runners – Lisanne de Witte (sprinter, Netherlands), Stephanie Garcia (steeplechase, US), Cory McGee (middle distance, US) and Bev Ramos (middle/long distance, Puerto Rico). 

Rachel Cuyler and Meredith Kinee, creative team at VMLY&R, commented: “We wanted people to actually feel what it’s like to run in this shoe, we wanted them to be inspired to run themselves. So we gave them something to run to – a song, a motivation, and an anthem.” 

The stories of the athletes' missions to reach their sporting goals will be continued across the brand's social and digital platforms.