For ComplexCon 2022 in LA, we created an engaging, socially shareable environment for New Balance that fused sports and culture. Attendees at this two-day event, known as “the festival of the future,” are considered rising independents. We wanted to champion their POV and showcase New Balance’s strong and unique value proposition. 

We fostered the idea that this would not be a ‘generic’ or ‘any brand’ basketball experience — but an unforgettable activation that only NB could offer — reminding attendees that the spirit of belonging and excitement is shown not only on the court, but off the court.