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Support the launch of New Balance’s new Glitter Punk collection, focusing on key fashion and influencer targets.

Entrench the brand’s legitimacy in the fashion sphere, in a context dominated by strong media exposure of competitors’ collaborations with fashion houses.

Action plan

Organize “musical hacks” to take place at the entrances of selected fashion shows during Paris Fashion Week.

The hacks consisted of impromptu concerts by the punk group The Dream Wife. Each member of the group was dressed entirely in black and wore a pair of Glitter Punk shoes.

  • 3 fashion shows were chosen for their affinity with the brand and punk culture: Junya Watanabe, Vivienne Westwood and Comme des Garçons
  • In between each fashion show, the band was transported between venues in a black van decorated with #nbglitterpunk in gold letters
  • The concert was set up before the beginning of each fashion show, to create an element of surprise for the journalists, influencers and photographers in attendance
  • The concert lasted several minutes, with no introduction or announcements made beforehand, to grab the attention of photographers and attendees
  • Branded stickers, featuring Glitter Punk colours and the hashtag #nbglitterpunk, were distributed
  • A roaming photographer was in place to capture official photos of the concerts
  • After the event, a press release was distributed with downloadable photos of the “musical hacks”


  • Event photos were published in international press reports of Paris Fashion Week (Russia, Japan, South Korea and others)
  • 100+ stories on social media