Gabby Thomas is an olympic medalist and one of the most dynamic personalities in track and field.

With the 2024 Olympic Games rapidly approaching, we set out to capture one of the greatest runners in history through an elevated lifestyle lens that would transcend her athleticism and create a direct connection between her and the New Balance, Foot Locker, and Champs core consumers.

Worn by anyone, the New Balance 574 is the brand's most timeless and versatile lifestyle sneaker.

Slated for a late summer release, we created a campaign inspired by the nostalgia of the classic American roadtrip. We sourced an old Jeep Wagoneer that acted as the focal point of our set. The result is a striking visual campaign that maintains New Balance’s affinity for minimal simplicity.

X.Wave was responsible for every step of this program, from creative to final deliverables. In addition a stills and social video campaign, we produced video billboards for placement in Times Square.