Road Trip Communications

Interesting lesson: When you're not the biggest fish in the pond, you have to find a way to stand out anyway.

New Balance aims to avoid tournament ‘hype’ in World Cup debut While New Balance admits it can't rival Adidas and Nike on spend, it says a focus on social engagement and Russian football culture, rather than the "hype'" of the tournament, will help it compete as it takes part in its first World Cup.