I consulted for several years with New Balance, during which I helped to launch their Adventure Racing Shoe Line. As part of the R&D I was asked to be part of summit representing the “rookie” adventure racer. The result was award-winning work for New Balance that got right into the minds of serious adventure racers and showed adventure racers, “We get you.”

Before the shoe was revealed, posters teased racers at the United States Adventure Racing Association Championship Races. We then launched with the  “Serious Racers” print campaign, accompanied by a Dealer Guide explaining the intricacies of this shoe line to dealers who historically equated “adventure” with a simple trail running shoe.