Product copy for New Balance's premium shoe launch

When New Balance launched the SC Elite v5, we needed to get the word out that we had it in stock, and fast. This wasn't just another running shoe. It was their super shoe, perfected with insights from world-class athletes like Alex Yee.

The brief was to create comms across social and paid ads that worked at different stages of the customer journey. New Balance had already done the heavy lifting on the brand messaging, so my job was to weave that throughout the touch points while bringing in my own tangible copy for the lower-funnel stuff.

For social, I focused on making the benefits real. Not just "it's light" but what that actually means, like comparing the weight to an orange, because grams on a spec sheet don't mean much to most people.

The tone needed to feel informative without being salesy, because runners know when you're overselling. For paid ads, it was all about being direct and punchy. No fluff. Just the key message: it's here, it's athlete-tested, get it now.

The result: launch comms that honoured the premium positioning of the product while making it clear why people should care and where to buy it.