New Balance - Minimus
StrawberryFrog was asked by New Balance to help them launch a new Movement for a totally revolutionary kind of shoe: the Minimus.
The challenge we faced was that runners were jumping on the barefoot running bandwagon without any real understanding of what it was all about. Runners were also feeling that traditional performance shoes were too
built up and over-cushioned, which didn't enable them to perform their best. What's more, they were turned off by the flash and inauthenticity of traditional running shoe advertising.
Our solution was to create the complete opposite. The Minimus Movement is a total philosophy. Belong to it – and like Anton Krupika – you'll never go back.
