Over 14,576,580 times play of the video.
15,755 WeChat searches of key words and relevant contents
Over 30,000 discussions and interactive comments on Weibo.
One million views of posts concerning #Heart and Hands# on New Balance’s official Weibo.
Given that the brand image of New Balance is relatively young to Chinese consumers, the brand hopes to promote the MIUK & MIUS Series and establish itself as a symbol of new spirit and American brand with history.
In the video, the scenes of well-known musician Jonathan Lee working at his guitar with great care and of craftsman focusing on the shoe-making process as if treating a piece of artwork appeared in turns.