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New Balance, one of the world’s major sports footwear manufacturers, wanted to celebrate their heritage and connection with Cumbria though a 360-degree campaign in the north-west of the UK.


BluePeg created, negotiated and delivered a partnership with award-winning Kendal Calling that takes place in the Lake District – the home of New Balance. New Balance leveraged the rights that the partnership offered to create a campaign that involved instore promotions with major retailers flagship stores in the north-west and London to win tickets and money can’t buy experience to Kendal Calling. Key international culture and style journalists from the USA and Japan were also invited on a press trip to the festival.

Kendal Calling incentivised its social media communities to engage with New Balance channels with the opportunity to attend a unique woodland party with surprise performances from 2ManyDJs and Craig Charles.

Bespoke ‘Kendal Calling X New Balance’ limited edition trainers were designed in collaboration with the festival and offered to key artists and press.


The OTS via the social media retailer campaign was 548,943. New Balance sales increased via key retailers by over 400% during promotional period. The campaign also reached over 100,000 on Kendal Calling’s social channels and over 6,000 new followers to New Balance channels were generated as a result of the partnership.

The total campaign delivered an OTS of over 1 million and increased brand awareness within New Balance’s target audience.

“The team at BluePeg are extremely helpful, friendly, creative and professional. We were thrilled with the results and thoroughly enjoyed working so closely with BluePeg, the team’s expertise and experience in the festival industry is invaluable and helped us to achieve our goals at the festival.”
UK Marketing Manager New Balance