NB / Citi Field

New Balence at Citi Field:
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 in Citi Field suite
Environmental graphics and branded touchpoints throughout the activation
Promotional material and event assets
Video capturing and editing for multiple social pieces

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.