New Balance x Dick’s
Brand Activation + Experiential Design
For the launch of the New Balance Ellipse, I developed the visual system for an immersive retail activation at Dick’s House of Sport. Inspired by the campaign theme Lose Track of Time, the experience invited runners to step away from performance metrics and reconnect with the joy of movement through tactile, analog brand moments.
Movement over metrics.
Objective
The goal was to create a cohesive visual system for a multi-zone retail experience, spanning environmental graphics, wayfinding, signage, printed collateral, social assets, and interactive touchpoints. The system needed to feel tactile and handcrafted while remaining clear, scalable, and consistent throughout the activation.
OUtcome
The result was a flexible activation system combining black-and-white photography, clean typography, tactile graphics, and custom stamp illustrations inspired by Tampa’s coastal environment. Carried across each zone and supporting touchpoint, the system transformed the campaign idea into a cohesive physical experience that encouraged exploration, participation, and connection.
Designed for every step.
