HUSTLE IS INHERITED
Director/Copywriter
Every September, the New York Road Runners New Balance Bronx 10 Mile brings runners from all over the world to the heart of the Boogie Down Bronx. For many, it’s a breathtaking course that inspires grit and ambition but for those born and raised in the community, it’s a celebration of the streets they walk everyday and the tenacious spirit that runs through their veins.
What would it look like for an active sportswear brand like New Balance to honor the story and truth of Bronx runners — a group of athletes who know nothing other than going the extra mile.
Because in these streets, hustle isn’t taught. It’s inherited.
The storytelling vehicle?
Bronx run clubs, like Boogie Down Bronx Runners, who are empowering runners of all ages to show up for their communities and themselves through sport.
