With summer upon us, New Balance and Gung Ho are celebrating ‘Sun, Sea and Sisterhood’ in a campaign that places influencers at the heart of the creative.

The campaign saw Gung Ho bring together three creators from the UK, France and Italy to launch the ‘New Balance x Foot Locker ‘Club Ivy’ pack. The campaign successfully placed the trainer brand into the hands and on the feet of creators. 

Shot in Marseille, the campaign reflected the cultural nuances and individuality of each local market. Gung Ho worked closely with Foot Locker and New Balance to identify and cast three female creators who each embody the spirit of Club Ivy, with a focus on celebrating self-expression, confidence, and sisterhood. Gung Ho’s work centres around a hero launch film rolled out across social, digital, CRM, packaging and retail across 470 European stores.

From sun-drenched beach scenes to nostalgic college-inspired styling, Gung Ho developed a visual language that merged global brand cues with the authenticity of each creator’s local perspective. The result was a cross-market narrative that resonated both online and in-store, featuring bespoke social content, stills, and video, placing real stories and personalities at the heart of the launch.

Meg Dorrans, Gung Ho Senior Partnerships Director at Gung Ho, explained: "This campaign is a best-in-class example of how influencers can effectively be placed at the heart of creative execution to elevate beyond transactional, one-off partnerships. Our casting approach was intentionally collaborative - we identified creators deeply rooted in the New Balance and Foot Locker communities, whose authentic brand affinity and highly engaged audiences aligned naturally with the campaign’s core theme of sisterhood.”

The campaign marks another milestone collaboration between Foot Locker and New Balance, with Gung Ho continuing to push culturally relevant creative that amplifies local voices across Europe.