Project Gridiron

New Balance Gridiron represents a thoughtful expansion of the brand’s legacy into the world of football. The initiative began by establishing a distinct design language, starting with “Project Texas,” a magazine that documents the unique culture and traditions of Texas high school football. The creative direction focused on authenticity and an attention to detail that mirrors the game itself. Extensive research into local stories and communities informed every visual and narrative decision, resulting in a brand system that is both rugged and rooted in regional identity. Typography, color, and imagery were developed to reflect the spirit of football towns, with each element crafted to resonate on a personal level with athletes and fans alike. The Gridiron design language was intentionally built for scalability, designed to evolve with each new region highlighted in the series. Future issues will explore areas like New England, the Rust Belt, and the Panhandle, each adapting the core brand framework to local culture while maintaining the signature New Balance feel. By launching the initiative through a magazine format, New Balance Gridiron creates a tangible bridge between sport, storytelling, and design. The project invites communities to see their experiences reflected in the brand’s journey into football, setting a foundation for future engagement and growth.

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