New Balance F1 Esports 

 The brief 

With a global audience of 600m+ and a value of $1.6BN, Esports is “The Future of Sport”. Directly engaging a young, digital and growing audience the F1 Esports Series is the most significant sport-related championship in the market. As title sponsors for the 2018 F1 Esports series, New Balance tasked Bridge & Tunnel to create buzz around the launch of this new partnership. 

Work type: 


 The strategy 

Working in partnership with JD Sports we hosted two simultaneous weekend events on London's Oxford Street, one at JD Sports store and the other at New Balance’s own flagship store. The events at each store were aimed and recruiting players to form two Esports F1 team and also generate buzz and excitement about New Balance’s involvement in the series. Ahead of the event we targeted F1 game players to come down to the New Balance and JD Sports stores on Oxford St, to compete in time trails, with the fastest at each store being drafted by New Balance and JD Sports to form two F1 Esports racing teams. The finalists within these two teams will face off at the Gfinity arena at the F1 Esports final, as a showcase race before the main event. 


Over the course weekend, 15 influencers were invited to the event with the aim of generating significant PR buzz and reach. The influencers successfully posted 84 Instagram stories, achieving over 942k in social reach. 


Throughout the weekend coverage from the event was live streamed from the New Balance flagship store, including split screen live-streams showcasing influencers taking up the challenge. Instagram stories also allowed us to tell the wider campaign story, including coverage from both NB and JD stores.

 The work 


 The Results 


pieces of influencer coverage


social media interactions - +53% above benchmark


video views


people reached

What they said

"You 100% nailed it!"

Jack Haslam

Marketing Manager, New Balance


Ace & Tate - Social Strategy