New Balance and The Athlete’s Foot partnered to release a TAF-exclusive colourway, with the goal of creating a campaign that captured the energy behind the product. The direction leaned into a raw, expressive approach, something that felt immediate, playful, and distinct from traditional retail launches.

Built around movement and atmosphere, the film was designed to draw the audience in, creating curiosity around the shoe while reinforcing the connection between New Balance and the energy it represents

Director: Ethan Burnett & AC Studio
DOP: Ethan Burnett
Editor: Ethan Burnett