The Challenge
New Balance aims to be the world’s leading premium performance brand, crafting the highest-quality sports products for athletes and fans at every level. Yet its digital storefront did not reflect this ambition or the brands deep performance heritage. Our challenge was to transform the online experience into a brand-led retail platform that inspires, proves New Balance's craft, and builds trust, all whilst maintaining a high-converting e-commerce experience.
The Idea
Imagine a digital storefront that feels alive, where every image, interaction and story draws you into the world of New Balance. The redesign transforms the site into a premium, narrative-driven experience, revealing the brand’s heritage, innovation, and culture at every scroll. It’s more than commerce — it’s a platform that connects users to the spirit of the brand while guiding them effortlessly to action.
Credits
Design Director
Dave Savage
Experience
Director
Katrina Scott
Lead Designer
Yvonne
Michaelides
Senior UI Designer
David Amorim
Momentus moments, instantly shoppable.
We engineered a brand-led, premium commerce experience, masterfully fusing elevated brand storytelling with uncompromising conversion-driving tactics. Every touchpoint was meticulously crafted for instant shop-ability, with UX patterns engineered to maximise conversion.
Subtle texture, precise typography, confident spacing, and moments of focus let product and performance speak the loudest; creating an experience that feels elevated, authentic, and quietly confident.
[ TACTILE ELEGANCE ]
Proof of Craft; connecting brand
principles to digital experience
New Balance carefully select the ambassadors they work with and support them through their highs and lows. By elevating these stories we demonstrate that elite athletes trust and succeed with New Balance.
The use of motion was informed by our motion principles – dynamic, helpful, expressive and always crafted, seamless and intentional. Moments of surprise and delight made the experience feel human and always memorable.
[ DETAILS ]
A system designed to scale for every brand moment
Engineered to seamlessly flex across diverse cultural and sporting ”tentpole” moments, this toolkit is underpinned by a robust digital design system. It not only guarantees brand consistency but also empowers New Balance teams to efficiently create compelling experiences that command the importance and authority the brand holds in these significant moments.
The redesign moves beyond aesthetics, establishing a structured, globally scalable commerce foundation. Clear hierarchy, confident typography and deliberate pacing create an experience that feels purposeful, efficient and unmistakably premium.
[ DETAILS ]
A new photography style for premium, tactile, product expression, accelerated through AI
[ DETAILS ]
A new photography style for premium, tactile,
product expression, accelerated through AI
Through the lens of Tactile Elegance, we helped shape the site’s photography art direction to feel crafted, premium and materially expressive – bringing product, texture and detail to the forefront.
We brought the brand to life through visual storytelling that resonates as much as it converts. Every image, animation and layout was curated to highlight heritage, innovation and product craftsmanship, creating an experience that feels cinematic yet purposeful.
[ DETAILS ]
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Increase in conversion rate
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Engagement on campaign landing
