With the new “Find Your Balance” campaign, DEICHMANN presents its current range of New Balance sneakers for men and women with a modern, urban brand identity that makes balance an attitude tangible. The campaign will be played out across Europe from February 2nd to March 8th, 2026 via POS, OLV, TV and social media and will be supported by influencer collaborations.
Balance as an attitude: authentic staging in focus
Both the campaign film and its motifs show young people in real, everyday moments who see balance – i.e. serenity and authenticity – not as a trend, but as an attitude they live by. Friendship, encounters and small scenes of togetherness are the focus. Every shot appears unfiltered and natural – deliberately set off from high-gloss aesthetics.
The visual language relies on movement, dynamics and human connection. The campaign is characterized by spontaneous, honest moments that reflect young people’s attitude towards life.
“Here we celebrate real urban moments and show how balance is created in everyday life – through encounters, movement and style. Our New Balance models combine authentic design with modern self-confidence,” explains Marcel Nawrath, Head of Global Creation and Brand Management at DEICHMANN.
Target audience: Gen Z and Millennials
The campaign is aimed at representatives of Gen Z and Millennials between the ages of 18 and 44 who show their attitude less through words but through actions and authenticity and a cosmopolitan lifestyle – including in fashion. The advertised models are priced between €69.99 and €79.99.
“New Balance is currently shaping the current sneaker trends. With the campaign we are communicating our expanded range of trendy Y2K styles from the brand. The clear, timeless sneaker models perfectly reflect the lifestyle of the target group,” explains Danijela Wiese, Head of Sports Brands and Licensing Management.
“Find Your Balance” is broadcast widely across all relevant channels and thus reaches consumers in Germany, Austria and Switzerland as well as in eleven other European markets.
The campaign was once again created in-house under the creative direction of Marcel Nawrath, Head of Global Creation and Brand Management and Executive Creative Director. The appearance includes a 45-second long edit, 20-second pre-rolls, social media snippets and campaign stills.
Credits
Head of Global Creation and Brand Management/Executive Creative Director: Marcel Nawrath
Teamlead AI – Creative Innovation & Art Direction: Burak Yilmaz Kececiler
Director / DOP: Imran Christian
Photographer: Lukas Korschan
Production Company: North South Productions
Executive Producer: Eric Gukelberger
Head of Production: Jonathan Michalowsky
Art Department: Cathi van Pletzen
Local Stylist: Michael Beaumont Cooper
Hair and make-up artist: Cym Clarke
Steadicam Operator: Rhett Mullins
Post: Paul Spiers c/o Then
Studio Grading: Liam Cockcroft c/o Then
Studio Music & Audio: 86 Tales
