Latest news with #Seixas
Campaign ME
12-05-2025
- Business
- Campaign ME
New Balance's Grey Days return with series of activations
New Balance has launched the 2025 iteration of Grey Days, a month-long celebration of its signature colour. This May, consumers in the region can look forward to several activations that showcase the brand's new collection such as the Grey 5k Runs and staggered 'Grey drops' over the month. The initiative's inspiration comes from how central the colour grey has been to the New Balance identity since the late 1970s. While competitor brands gave athletes and runners shoes in white, that would quickly get dirty, New Balance introduced 'sneakers that wouldn't show dirt' as a solution for urban runners. The brand kicked off its Grey Days campaign in the region with an activation in Dubai. Collaborating with exclusive pre-saler Ounass at Koncrete, a café donned in grey interiors at Jumeirah. 'In the Middle East, consumers are drawn towards brands that offer a unique identity yet still a sense of community,' said Ana Elisa Seixas, Head of Marketing – MEAI, New Balance. She explained that the month-long campaign is dedicated to the people who have supported the brand from its humble beginnings. 'Grey Days is a thank-you to our community including the loyal fans who've supported New Balance for decades, and newer demographics discovering it for the first time. It's a moment to look back and forward, simultaneously,' she said. The activation was crafted with a keen attention to detail and included a 'grey' menu, displays of the Grey Days collection including the 1906 Loafer, interactive photo moments and more. 'It's all about offering a space that blends community, culture and creativity while creating an experience that we hope will be truly memorable,' Seixas said. The next installation of the Grey Days campaign is a 5K run set up on the 17th of May at the New Balance store at Nakheel Mall. To keep the recurring campaign fresh every year, Seixas explained that the New Balance team does a deep dive analysis of its consumers. 'Each year, our strategy for Grey Day evolves through a blend of consumer insights, cultural relevance, and product innovation,' she said. 'We look at what's resonating, from the rise of retro silhouettes to the demand for versatile lifestyle pieces, and build activations and product drops that reflect those shifts. Hence every year, we honor our heritage, but not without tailoring the format to meet the evolving expectations of our audience in every region, every year.' Seixas also proved the campaign's effectiveness in the region. 'In terms of results, we've seen an encouraging and similarly positive sentiment on different levels including store visits, event attendance numbers, OOH views, Google search keywords, as well as overall sales across the region,' she said.
Campaign ME
20-02-2025
- Entertainment
- Campaign ME
New Balance leverages experiences to launch Ramadan collection
To launch its first-ever region-specific Ramadan 2025 Collection, thoughtfully curated by local stylists, New Balance invited influencers, media and retail partners to a first-look to a fashion show celebrating the region's cultural heritage at the Bab Al Shams resort. Along with the fashion show, the event included several activations, allowing guests to immerse themselves in New Balance's spirit of Ramadan. These included a 'Moonlight Ritual', a 'Reflections of Legacy' greenhouse, a personalised t-shirt booth and a charm station where attendees could customise their New Balance pieces with bespoke charms. The grand finale gathered guests around a beautifully designed runway that showcased 30 looks put together from the new collection. The mix of models included regionally prominent influencers Shayma Sabry, who is currently battling breast cancer and Karen Wazen, a UNHCR ambassador. 'We wanted to do something that felt true to the region and aligned with the spirit of Ramadan,' said Ana Elisa Seixas, Head of Marketing, Middle East, Africa and India at New Balance. She explained that every moment of the launch event was designed based on insights that revealed how audiences in the region are looking for experiences that feel 'personal and meaningful'. 'By blending real-life stories, and fashion, we're giving people more than just something to look at. We're giving them something to connect with,' she said. The event aimed to thoughtfully bring the new collection to audiences in the region, reflecting the brands ethos of authenticity, craftmanship and community. 'We're a brand that's built on doing things the right way, not just the easy way. This event reflects that ethos perfectly. It's not about following trends — it's about creating something that's true to who we are and meaningful to the community we're serving,' Seixas said. In terms of results, New Balance hopes to see these stories amplified on social media, drawing in visitors to experience the collection first hand across their stores in the region. Invited influencers were chosen specifically based on groups of audiences they cater to. 'For us, engagement isn't just about numbers. It's about creating a meaningful dialogue with our audience, both in-person and online, and leaving them feeling inspired and connected to the brand,' Seixas said. 'We are also looking at having more events for the whole community. Whether it's open-air activations, interactive workshops, or expanding New Balance Run Club across the region, our goal is to ensure that New Balance isn't just a brand you wear but one that feels like home in every community we touch,' Seixas concluded. In terms of bringing these experiences to the general public, New Balance hopes to host more community-driven events, pop-ups that bring people together, and collaborations with local artists and athletes that really highlight the unique spirit of the Middle East.
