How New Balance captured 2,000+ pieces of brand-safe community content with Amondo

Company

New Balance is a global footwear and apparel brand known for blending performance innovation with authentic culture. Operating across sport, lifestyle and community, New Balance partners with athletes and creators worldwide to drive relevance globally.

With large volumes of product and creator content, understanding what resonates (and having the rights to use it) is a critical advantage.

Challenge

New Balance wanted to activate its running community through its “Run Your Way” campaign, showcasing how real runners use its products in their everyday lives.

The brand knew community content drives customer loyalty and conversion. But this content lived across fragmented social platforms, with no central destination to collect, curate or reuse it at scale.

Without an owned layer to capture submissions, usage rights and first-party behaviour, New Balance couldn’t turn authentic runner stories into brand-safe content it could confidently scale across future campaigns.

This meant community content remained disconnected from marketing – valuable but unusable.

Solution

New Balance partnered with Amondo to power the “Run Your Way” campaign, creating a single destination where runners could share their stories and New Balance could collect brand-safe, rights-cleared content for ongoing use across its marketing and ecommerce ecosystem.

Collecting authentic community content at scale

Using Amondo’s Submission Tiles and Forms, runners could share photos, videos and written reflections to New Balance’s content experience, either via Instagram hashtags or directly through an embedded form within the Gallery.

Each submission captured content, consent and usage rights in one step, giving New Balance full confidence to repurpose community stories across future marketing campaigns without additional clearance.

Curating the strongest stories to put the customer at the heart of the brand

With Amondo’s curation team, the strongest submissions were selected and displayed in a community-led Gallery that showcased real runners, real routines and real stories.

This put New Balance’s customers at the centre of the product narrative, replacing polished brand assets with authentic content that carried more credibility and connection.

Building a reusable content library, not a one-off campaign

The Gallery didn’t just serve the campaign. It became a content engine for New Balance’s wider marketing.

Community stories collected through Amondo were reused across blog posts on the New Balance website and across product pages. The content also fed social campaigns, giving New Balance a growing library of authentic, rights-cleared assets it could draw from season after season.

Results

• 2,000+ pieces of rights-cleared community content captured through Amondo
• 72% form completion rate, showing strong willingness to participate and share
• First-party behavioural insight into which community stories drove engagement and should be amplified across future campaigns

By using Amondo to collect, curate and activate community content in one place, New Balance turned authentic runner stories into a reusable brand asset, putting real customers at the heart of its marketing, ecommerce and social campaigns.