New Balance shot Russian World Cup work before 'sensitivity' - now it owns the space

Brands have realised the operational difficulties in activating marketing campaigns at the World Cup in Russia while it and the west engage in sustained political clashes. 
While this is apparent, and many brands have went light on Russia, instead focusing on football, or the tournament's international appeal, New Balance Football's began conceiving and filming an ambush campaign in Russia 18 months ago.
A quirk that has landed it with one of the few campaigns actually exploring the ho