NB / Citi Field

Overview

To celebrate the release of the New Balance 247, we executed a full creative takeover at Citi Field—transforming the stadium into a branded guest experience with live performances by Busta Rhymes and Jaden Smith, supported by a content rollout to extend the moment beyond the venue.

Challenge

Create a premium, camera-ready brand environment at stadium scale—aligned to the 247 launch narrative and built to work both in-person and across digital/social.

Work

Creative direction and spatial storytelling across the Citi Field environment

Environmental graphics and branded touchpoints throughout the activation

Printed promotional collateral and event assets

Visual system optimized for both on-site impact and digital capture

Video series produced for post-event distribution and online reach

Results

A cohesive, high-energy takeover that brought the 247 launch to life on-site—and extended the experience through content designed for social and digital channels.