British distance runner Callum Hawkins – ranked number two all-time Great Britain at half marathon, behind Mo Farah – features in the latest instalment of New Balance Athletic’s global ‘My Future Self’ campaign, created by BMB.
The campaign comprises of a series of inspirational long and short-form films produced for social and digital channels and designed to capture the values, convictions and experiences that have shaped top athletes.
Each story is linked by the idea of presenting athletes and individuals with a unique moment to identify with new opportunities for self-improvement – to redefine personal ambitions, motivations and a sense of purpose.
Chosen to increase consideration of the New Balance Athletic brand in the UK, Hawkins – whose story is one of sheer determination and good old-fashioned hard graft - provides a compelling subject for the hero film at the heart of the campaign’s latest instalment.
Other athletes featured include the England Cricket Team, Joe Root and Heather Watson as well as brand ambassadors including Shona Vertue, Fran Halsall and Pennie Varvarides. All of the films are available to view on newblanace.co.uk and the brand’s social channels.
Jules Chalkey, Chief Creative Officer at BMB says: “Callum Hawkins is one of the most exciting prospects in running, and we wanted to do that potential justice. Callum goes through pair after pair of shoes due to how many miles he trains. They're like badges of honour. That's what makes running so great: the brutal commitment of mile after mile.
“New Balance’s athletes have genuinely inspirational stories to them, and Callum is worthy of a film that shows running in a new and exciting light. This latest chapter in the #MyFutureSelf campaign does exactly that.”
Samantha Matthews, UK Brand Marketing Manager for New Balance Athletic, says: “Callum’s results in his career thus far speak for themselves and this is a great opportunity for people to be inspired in their own ambitions and aspirations in the sport of running – a pursuit at the very heart of the New Balance brand.”