OBJECTIVE

New Balance partnered with our brand activation agency to launch the new 204L sneaker across three high-traffic retail locations in Australia:

• Rundle Mall, Adelaide
• Bondi Junction, Sydney
• Pacific Fair, Gold Coast

The goal was to deliver a visually consistent, high-impact retail brand activation that would resonate with a fashion-forward audience and drive both in-store engagement and footwear sales.

This sports brand activation was specifically designed to appeal to a younger, style-conscious demographic (the fashion girlie), blending fashion, retail experience and social-first design.

There was one challenge no other agency had been able to solve. Three identical, custom-built carts, delivered simultaneously across three states, within a month.  

WHAT WE DELIVERED

As an experienced event management and experiential marketing agency, we delivered a fully managed, multi-location activation including:

• Concept direction developed and presented to the client within 24 hours of the initial brief, with two options tested in situ against the actual store environments before a recommendation was made 
• Sourcing and production of custom activation carts and plinths 
• End-to-end quality control across all three locations, from supplier assessment through to branded decal application and final installation 
• Coordination of simultaneous retail activations across three states, including full installation, styling and pack down 

Each activation was designed with high visual appeal, encouraging shoppers to capture and share content, a key strategy in modern fashion brand activations and footwear marketing campaigns.

EVENT MANAGEMENT SERVICES PROVIDED

• Our team provided end-to-end event management services for retail activations, including:
• Concept development and activation strategy
• Styling and production of custom display elements
• Logistics and coordination across multiple locations
• On-site event setup and pack down
• Brand consistency across all activation sites
• This approach ensured a seamless multi-location brand activation with consistent execution in every store.

THE PARTNERSHIP CONTINUED

Following the success of the 204L launch, New Balance returned to FAME for two further activations.

New Balance Grey Days | Gold Coast

FAME was engaged to repurpose the existing cart for New Balance’s Grey Days campaign at the Gold Coast store, with approximately one week’s turnaround. Styling options were developed and presented to the client in situ, and the preferred direction was selected and confirmed quickly given the timeframe.

When a preparation issue threatened the cart’s condition ahead of delivery, FAME resolved it in full overnight, absorbing the time and cost rather than impacting the client or the timeline. The activation was delivered on time and to the same standard as the original campaign.

New Balance Chermside Store Opening | Brisbane

With five days from brief to delivery, FAME was engaged to elevate the existing cart for the opening of New Balance’s new Chermside store. Two concept options were developed and presented to the client the same day the brief was received.

The chosen direction required additional custom panelling, a new roof structure and a retrofitted wheel, all sourced, hand-painted and fitted within the five-day window to ensure a seamless, consistent finish across every element. The activation was delivered on time and installed by the FAME team for the store opening.

WHY THIS ACTIVATION WORKED

This campaign highlights the power of combining:

• Fashion-led brand activation design
• Strategic retail event management
• Social-first visual experiences
• Consistent execution across multiple locations

Across all three New Balance activations, our team provided end-to-end event management services including:

• Concept development and activation strategy
• Styling and production of custom display elements
• Repurposing and elevation of existing activation assets across multiple campaigns
• Logistics and coordination across multiple locations and timeframes
• On-site event setup and pack down
• Brand consistency across all activation sites and campaigns

For footwear and fashion brands, this type of in-store activation strategy is highly effective in driving both brand awareness and immediate sales conversions.

As a Brisbane-based brand activation and event management agency, we specialise in delivering retail activations, sneaker launches, and multi-location campaigns across Australia.

Whether you’re launching a new product or creating a memorable in-store experience, we help brands bring their vision to life through strategic, high-impact activations. Get in touch with our team today.