When execution must be razor sharp, Soldier is the tip-­of-­spear. We worked with New Balance to build an ambitious plan for amplifying their exposure at Fenway Park. New Balance won the partnership with groundbreaking concepts that served both brand partners and the fans.

WE WON Signage

New Balance signage at Fenway Park transcends awareness messaging. It adds value to the experience on game day. From celebrating the 100th anniversary of Fenway Park, to making a major statement about New Balance’s affinity for the home team, Soldier’s executions defy the expected. In keeping with the history of the park, the iconic sign over right field uses modern LEDs in an old-­school letterbox configuration.

On game nights, sometime around 10:30 if all goes right, the back side of the New Balance sign flashes out to the city of Boston these two important words—we won.


Fenway Park is more than the team that plays there. It’s the most iconic ballpark in America, beloved for its history and its character. Visiting is a rite of passage. Soldier developed a line of New Balance apparel and accessories that signal the love affair with Fenway Park. Contemporary graphic treatments and considered branding reinforce the relationship of two potent brands in complete alignment.

"Thanks to Soldier for their strategic and culturally astute insights as they worked tirelessly to pitch one of our most meaningful sport-based partnerships with the Fenway Sports Group. Casting vision to what the Red Sox and Fenway park partnership experience could be, while articulating a similar vision for the Liverpool F.C. and our Warrior brand. Soldier delivered strong strategy, language and design thinking to help make it a success." – Mark Cavanaugh, GM of Sport Marketing and Team Sports at New Balance