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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.
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.
Role
Role
Selected as part of a cross-Atlantic team spanning the US and UK, I worked with the ECD and CD to define the brand expression, to design and delivery.
Selected as part of a cross-Atlantic team spanning the US and UK, I worked with the ECD and CD to define the brand expression, to design and delivery.
Challenge
Challenge
Our challenge was to evolve the website into a brand-led retail platform, piloting a new premium direction during a key brand moment New Balance’s partnership with the Australian Open without compromising commercial performance.
Our challenge was to evolve the website into a brand-led retail platform, piloting a new premium direction during a key brand moment New Balance’s partnership with the Australian Open without compromising commercial performance.
WORK SHAPED BY
WORK SHAPED BY
Ali Barr
David Amorim
David Savage
Ed Davies
Joao Escobar
John Ferguson
Jorik Houweling
Kaleeta McDade
Katie Townsend
Katrina Scott
Kelly Macdowell
Logan Hassig
Marco Jeffery
Seth Waterman
Stu Haury
Yvonne Michaelides
Zeel Jethwa
Results
+403%
Brand-led storytelling increased discovery and exploration across markets
2-3x
Growth in add-to-cart performance grew across US and AU
+403 %
Brand-led storytelling increased discovery and exploration across markets
2-3x
Growth in add-to-cart performance grew across US and AU
Defining our brand expression
Defining our creative expression
Defining our brand expression
A design direction inspired by the craft, materiality, framing, texture and modular zones of their flagship stores across the world.
A design direction inspired by the craft, materiality, framing, texture and modular zones of their flagship stores across the world.
Tactile Elegance, is a creative territory inspired by the craft, materiality, and modular zones of New Balance's flagship stores. The Oxford Street flagship made the brand's design principles and values legible in physical form.
Each zone carries its own distinct identity and mood, yet everything reads as part of a coherent whole. The space is built to shift with the brand's cultural calendar.
That inspiration shaped our approach: building a connected visual language from the physical store to the digital experience, translating cues and interactions from in-store into the digital product.
Tactile Elegance, is a creative territory inspired by the craft, materiality, and modular zones of New Balance's flagship stores. The Oxford Street flagship made the brand's design principles and values legible in physical form.
Each zone carries its own distinct identity and mood, yet everything reads as part of a coherent whole. The space is built to shift with the brand's cultural calendar.
That inspiration shaped our approach: building a connected visual language from the physical store to the digital experience, translating cues and interactions from in-store into the digital product.
Simple, modular layouts with minimal design. Show don’t tell.
Simple, modular layouts with minimal design. Show don’t tell.
Australia Open 2026
To pilot our creative territory, 'Tactile Elegance,' we used the Austrian Open, one of the biggest events on the New Balance calendar. We went through multiple iterations for this page, making sure it was flexible enough to tell the story of another sporting or campaign moment.
Fit Proof
Fit Proof
Clear sizing guidance and diverse body representation to help every shopper feel confident with in their choice.
Clear sizing guidance and diverse body representation to help every shopper feel confident with in their choice.
Momentus moments,
instantly shoppable.
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 shoppability, with UX patterns engineered to maximize conversion.
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 shoppability, with UX patterns engineered to maximize conversion.
Social Proof
Social Proof
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.
CONTENT
CONTENT
Through the lens of Tactile Elegance, we have helped shape the site’s photography art direction to feel crafted, premium and materially expressive, bringing product, texture and detail to the forefront.
Through the lens of Tactile Elegance, we have helped shape the site’s photography art direction to feel crafted, premium and materially expressive, bringing product, texture and detail to the forefront.
From client
From client
‘Detailed shots showing movement and tacitness of product is definitely something we’ve not had before!’
Charles Abbot
Associate Manager - GTM Strategy at NB
‘Detailed shots showing movement and tacitness of product is definitely something we’ve not had before!’
Charles Abbot
Associate Manager - GTM Strategy at NB
Using AI to generate flat-lay imagery
Using AI to generate flat-lay imagery
Flat lays across the PGP, generated with AI from the e-comm shoot. Every asset retouched in the production studio to meet New Balance's product quality and brand standards
Flat lays across the PGP, generated with AI from the e-comm shoot. Every asset retouched in the production studio to meet New Balance's product quality and brand standards
Defining the motion principles
Defining the motion principles
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 memorable.
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 memorable.
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 memorable.
A flexible design system
A flexible design system
We delivered a design system flexible to adapt and tell any stories, from sporting moments or campaigns.
We delivered a design system flexible to adapt and tell any stories, from sporting moments or campaigns.
David Amorim
Senior Digital Designer
Currently working at VML
London, United Kindgom
©David Amorim | 2026
Designed & build in Framer by David Amorim
David Amorim
Senior Digital Designer
Currently working at VML
London, United Kindgom
©David Amorim | 2026
Designed & build in Framer by David Amorim