My Toughest Opponent

New Balance


From lifestyle to performance brand

Our generous idea

My Toughest Opponent looks at the psychological battles that take place inside your own head, that nagging voice of self-doubt, the voice that tells you to slow down, to throw in the towel. If you can overcome yourself, you can overcome anything.

My Toughest Opponent

Case study video

The work that made the campaign

To raise awareness for the sports brand and its “Toughest Opponent” slogan we produced six revealing video portraits and long-form editorial pieces with a broad range of New Balance athletes – from world-class midfielder Aaron Ramsay to Team GB triathlete Non Stanford – British tennis no.2 Heather Watson to England cricket stars Joe Root and Ben Stokes.

Then we empowered you to take on your own toughest opponent with a series of tips and tutorials from athletes and New Balance ambassadors against a set of 6 core topics (such as stamina, speed and nutrition), across owned and earned channels.

View the microsite here.

We invited the public to participate by making – and sharing – a pledge around how they’re planning to come back fitter, faster, stronger, giving them a chance to win a personalised, 10 week fitness program with journalist, personal trainer and New Balance ambassador, Ben Camara. With our competition winner being made the subject of a final film later in the year, telling the story of how they took on their toughest opponent (and won).

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See all work