NEW BALANCE
INFINITE LITE PACK
Affected by the light
The launch of the whiteout Tekela and Furon boots is inspired by the brightest burning stars in the universe.
To reflect this, we created a campaign centred around our Tekela and Furon players becoming ‘affected by the light’, giving them an otherworldly ability to manipulate the ball and affect games at will.
To land that idea, we developed an ethereal white shooting space – with subtle hints of colour to reflect the iridescence of the boots’ soleplates – to act as the background to our campaign, in which we put an emphasis on high-velocity action and stunning macro-photography.
Creative Direction
