New Balance recently released a docuseries on YouTube, which is titled ‘Football’s Next Wave.’ The series focuses on soccer players who were able to become accomplished athletes through unusual paths. New Balance’s ‘Football’s Next Wave, consists of three parts that highlight soccer subcultures in the United Kingdom, Atlanta, and Japan, which
produced successful players. In order to launch the campaign, New Balance collaborated with ZAK, a creative agency.
The new series from New Balance looks to brand the company as unconventional, and many consumers may connect with the messaging. Additionally, releasing branded content related to popular sports figures could entertain fans of the sport, which could help them connect to the sportswear brand as well as the athletes featured in the series.
Image Credit: New Balance
Why This Trend Is Growing
- Branded Documentaries
- Creating branded documentaries that showcase unique stories can help increase brand perception and connect with consumers.
- Sports-themed Content
- Developing sports-themed content can entertain and engage fans while also promoting brand awareness and association.
- Unconventional Pathway Narratives
- Highlighting athletes who took unconventional paths to achieve success can offer inspiration and unique perspectives to viewers.
Industries Being Reshaped
- Sportswear
- Sportswear brands can capitalize on sports-themed content that highlights their products and promotes brand awareness.
- Film and Entertainment
- Filmmakers and entertainment companies can create branded content for companies by telling unique, compelling stories.
- Creative Agencies
- Creative agencies can collaborate with brands to develop engaging and unconventional messaging that resonates with consumers.
