New Balance Hierro v9 product launch

Design of an unboxing experience, creation of a product testing tour in France and organisation of a BtoB seminar for the various New Balance brand audiences.

For the past three years, we have been supporting New Balance in the development of its trail programme.

In 2025, the brand is launching an emblematic product in its range: the ninth version of the Hierro trail running shoe.

For this international launch, we carried out three complementary projects, two of which were deployed in France.

The unboxing experience
A project 100% made in FEEL Experience, from design to delivery. Conceived and developed in our offices in Annecy, the aim of this operation was to reinvent the unboxing experience, create a real wow effect and highlight the value of noble, 100% French materials, in keeping with the brand’s premium DNA. From brainstorming to prototypes, right through to the dispatch of the 100 parcels: two months of creative and logistical challenges carried out full time.
See the images on our Instagram account @feelexperience…

The Hierro Trail Tour
A tour co-constructed with New Balance France to provide an on-the-ground experience in keeping with the shoe’s DNA.
We devised a coherent circuit in France, coordinated the sales outlets, found the right routes, centralised registrations via a dedicated platform, and handled all the logistics on the ground. On site: a customised truck transformed into a base camp, the starting and finishing point for product testing.
Share the day-to-day life of our employees on one of the tour dates.

The BtoB seminar
At the beginning of March, New Balance invited 30 distributors (physical and e-commerce) to a two-day immersion seminar around the launch of the Hierro V9.

Our mission: to organise all the hospitality. It was an exclusive base camp, designed to alternate professional time with convivial moments, between meetings, relaxed lunches, running sessions and team-building activities, all under the radiant Annecy sun.