New Balance Ramadan 2024
Context & Brief
In my first year at MullenLowe MENA, I helped pitch and win the New Balance account for the region. Our first major challenge was to localise the global “Run Your Way” platform for Ramadan in the Middle East a time when most brands default to predictable themes of fasting, charity, and iftar gatherings.
The goal was to create a campaign that felt authentic, culturally relevant, and community-first, while still staying true to New Balance’s challenger ethos.
What we did
We co-created the brief with the client, conducted research into running culture and active behaviours in the region, and surfaced a powerful truth: Ramadan nights are when the region truly comes alive. Our survey revealed that nearly 6 in 10 residents feel more energized at night, with over half exercising after iftar. This “night audience” became the foundation of the campaign.
To bring it to life, we developed a series of influencer-led films in KSA and hosted an on-ground Iftar event and fashion show in Dubai, where influencers and media were invited to experience the campaign first-hand.
THE CAMPAIGN
THE CAMPAIGN
We commissioned a YouGov survey to come up with market insights in relation to Ramadan in both UAE & KSA.
We kicked off the campaign with the survey results.
THE FILMS
We produced three influencer-led films in Dubai, Amy Roko, Saudi Reporters, and Abrar, all of whom are based in KSA, each sharing how they stay active and express themselves during Ramadan after-hours, from witty cultural observations and late-night hangouts to gaming, social connection, and creative self-expression through art. We adapted the Run Your Way global platform for this campaign by saying “You Run The Night”.
NEW BALANCE X NAMSHI RUN THE NIGHT IFTAR
As part of our You Run the Night campaign, we partnered with Namshi to host a unique Iftar event in March 2024. The evening featured a fashion show alongside interactive experiences — from rug-tufting to custom sonnet writing — creating a culturally rich celebration of Ramadan nights. The event was amplified across Namshi’s social channels as well as through content shared by influencers and attendees, extending its reach beyond the venue.
As the Strategic Lead, here’s what I did…
1) Shaped the Brief
Co-created the Ramadan brief with the client, aligning on objectives to localise Run Your Way for the region.
2) Surfaced the Insight
Led research into running culture and Ramadan behaviours, bringing forward the “night audience” truth that powered the campaign.
3) Guided the Creative
Partnered on concept development, ensuring the influencer films and activations were insight-led and culturally resonant.
4) Orchestrated Integration
Coordinated across PR, media, and internal teams to build a cohesive 360° rollout.
5) Built the Narrative
Developed and presented the full campaign deck to both regional client and global HQ, securing alignment and approval.
6) Enabled Execution
Provided the strategic framework and messaging foundation that guided the films, PR launch, and Dubai Iftar fashion show.
Ask me about this project
ejamesfox@gmail.com
Phone
+971 585 808 661