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More in Business
Campaign showcases Team NB athletes
BOSTON, MA — Global athletic leader New Balance debuted a new brand campaign recently designed to motivate and inspire active consumers to reach a new level of personal performance – a new level of “Excellent.” The fully-integrated campaign launches a new tagline, “Let’s Make Excellent Happen,” and aggressively leverages the voice of Team New Balance athletes to bring the brand’s message to life.
“This campaign is grounded in our running heritage yet reflects the innovation and passion of our brand, our products and our world-class athletes as we compete in today’s marketplace,” says Rob DeMartini, President and CEO at New Balance.
The campaign’s creative work includes TV, print, digital advertising, engagement in NB’s on-line community, viral video content, in-store and event exposure.
The cornerstone of the campaign is the “Pier 54” television spot. The spot celebrates "Excellent" happening at a track built by New Balance at Pier 54 in New York, where Team New Balance athletes celebrate competition as a way to inspire themselves and others to achieve new levels of performance. The spot features the song “On the 54” by The Dandelions.
“We built this campaign on our core belief that New Balance serves as a coach and a catalyst to our consumer,” said Hilary Keates, Director, Global Marketing and Brand Management. “However they interpret their definition of ‘Excellent,’ New Balance will be there to make it happen.”
The campaign celebrates two 2011 footwear introductions to help consumers make “Excellent” happen: the NB 890 featuring REVlite technology, a lightest in class neutral cushioning running shoe; and NB Minimus Trail, the brand’s long-awaited barefoot-inspired running introduction.
For the first time in its recent brand history, New Balance is closely aligning key products with its roster of world-class athletes to highlight their source of inspiration. The NB 890 is named “Barringer” (women’s) and “Baddeley” (men’s) after record holders Jenny Barringer Simpson (U.S.) and Andy Baddeley (U.K.). NB Minimus Trail is inspired by ultra champion Anton Krupicka (U.S.). In Japan, the 967 Rainbow running shoe series is inspired by comedian Hazama Kanpei who finished his three-year, 23,000-mile Earth Marathon in late January.
The television campaign broke nationally on March 1 and will have heavy emphasis in the March-April and August-September timeframes through high-profile cable programming targeting 25-49 year olds.
Digital campaign initiatives include banner ads and rich interactive elements that communicate both brand and product messaging. The on-line media buy targets running, fitness and women’s destinations such as Runner’s World, Active.com, Competitor, Men’s Health and Weather.com. The brand’s website newbalance.com features a :60 version of the Pier 54 spot and an expanded Team New Balance section with athlete interviews, real-time competition updates and training tips.
The print campaign appears in vertical running, fitness/sport and women’s national magazines starting in February/March including Runner’s World, Running Times, Women’s Running, Shape, Outside, Fitness, Lucky and InStyle.
The campaign launched in major international markets, including Canada, Mexico, Brazil, Chile, UK, France, Germany, Spain, Italy, Poland, Czech Republic, Russia, Israel, South Africa, China, Hong Kong, Taiwan, Japan, Korea, Singapore, Australia and New Zealand.
The brand campaign creative was developed by Arnold Worldwide of Boston, MA who was named New Balance’s global creative agency of record in June 2010. PhD handled media buying and planning while Almighty of Boston, MA managed digital marketing, media and newbalance.com creative.
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, they build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance employs more than 4,000 people around the globe, and in 2009 reported worldwide sales of $1.65 billion. For more information please visit www.newbalance.com.