Lose Track of Time

By celebrating how running feels, not how it performs, we created a distinctive brand platform rooted in New Balance's heritage, building deeper emotional connections and inspiring a new generation to simply Lose Track of Time. We transformed the places where people constantly check the clock, showcasing a new franchise that is the antidote to optimisation. Establishing Ellipse as the lead running franchise by 2028 - becoming the top selling shoe in Q1 and heading into 2027, holding the largest volume of orders vs any other shoe.