Owning Gen Z’s Feed Through Football & Fashion
A 100% TikTok native campaign powered by Sleeq
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THE CONTEXT
New Balance wanted to push its “We Got Now” culture among Gen Z, leveraging both sport and style as key entry points. The challenge: capture attention in a crowded space, and transform cultural moments like Ligue 1 and Paris Fashion Week into powerful touchpoints for the brand.
THE BREAKDOWN
The Challenge
How do you make a global sportswear brand resonate with Gen Z in France? Beyond traditional advertising, the ambition was to create native TikTok experiences that felt entertaining, authentic, and connected to cultural hotspots—football and fashion.
The Strategy
Sleeq designed a two-phase TikTok strategy aligned with key cultural events: Ligue 1 activation → videos built around football freestyle, shot in an urban soccer field, highlighting futsal boots Tekela V3+ Magique. Paris Fashion Week activation → 10+ iconic locations across Paris, with New Balance streetwear pieces styled for TikTok-native content. The idea: show how New Balance lives at the intersection of sport, style, and culture.
The Solution
6 TikTok-native ad creatives, scripted and produced by Sleeq. Direction artistique inspirée des codes TikTok : freestyle, motion, streetwear, storytelling visuel. Paid amplification to maximize reach, with optimized creative sequencing.
WHAT THEY SAY
WHAT THEY SAY
Strategic influence meets branded storytelling
Sleeq handled the full scope of creative, from strategy to execution:
THE NUMBERS
Massive cultural reach & real-world conversions
+40M
TikTok impressions
50K
Likes
5%
Most-clicked TikTok Ads in Sport & Fashion
USER IMPACT
Their audience said it all.
When the collab dropped, the comment section exploded.
OUR WORK
From iconic brands to viral moments.
Every campaign we craft starts with cultural insight and ends with performance. Rooted in social media and influence, our ideas are built to live where attention lives, and to turn into lasting impact.
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