Case Study: New Balance connects with young audiences through Coco’s Court with Seed

New Balance drives 6.5M impressions with Seed

The customer, New Balance, faced the challenge of launching a new tennis range in an authentic way that resonated with a younger audience (aged 13-24). They needed a campaign that was true to their global ambassador, Coco Gauff, and felt more significant than a simple product announcement. To address this, they partnered with the vendor Seed.

Seed created "Coco's Court," a multi-day pop-up experience in Paris timed with the Roland Garros tournament. The solution involved immersive zones designed to connect guests with Coco's story, capture shareable content, and host creative workshops. This approach, which included a press night and community outreach, generated 6.5 million impressions and drove significant engagement with 47,000 footfall visitors and 5,000 photobooth snaps. Vendor Seed successfully delivered a campaign that boosted brand affinity for New Balance.

New Balance