New Balance - Defy The Norms

This artwork is a character mascot for a (concept) New Balance campaign proposal: Defy the norms.

It aims to combat media stereotypes of what an athlete or a ‘sporty person’ looks like. The character is split directly down the middle with the left side representing stereotypical personality and attributes of an athlete. The right side shows the reality that a sportsperson can be anyone, therefore it is neutral.