Campaign Captures Athletes' Love/Hate Relationship With Running and
Promise to Increase the Love
BOSTON, March 24 /CNW/ -- Global athletic leader New Balance debuts a new
brand campaign on March 27, 2008 that highlights running as fundamental to all
sport and spotlights the runner's complex love/hate relationship with running.
The campaign brings these struggles and personal breakthroughs to life by
personifying running in a light-hearted and engaging manner and showcases the
brand's ability to increase the love of running through product innovation.
"Running is our history and our reason for being," says Rob DeMartini,
CEO at New Balance. "We believe our 'LOVE/hate. this is the new balance'
campaign will strike an emotional chord with athletes. This campaign captures
the complicated love/hate struggle of runners and shows how New Balance is
dedicated to reducing the hate and growing the love of running through
innovations in footwear, apparel and equipment."
The multi-media campaign utilizes television, print, and online
advertising to reach performance athletes with a primary media target of 18-29
year olds. The full campaign tag line reads "LOVE/hate. this is the new
"New Balance understands that being a better runner makes you a better
athlete," says Christine Madigan, Director of Global Marketing and Brand
Management at New Balance. "The LOVE/hate campaign is grounded in deep global
consumer insights and inherent truths about the role of running in an
athlete's life and how our products can help tip the balance towards love."
While the campaign emphasizes the brand's heritage in performance
running, it also highlights New Balance's expansion into other team sports
such as football and baseball. The campaign targets three different consumers
-- the dedicated runner, the fitness runner and the competitive athlete -- all
who have different motivations but a shared struggle with running.
The television campaign breaks nationally on March 27th in the U.S.
during the NCAA basketball tournament on CBS and will have heavy emphasis in
the March-May and August-September timeframe through Fox, cable and ESPN. The
campaign includes five television spots that capture the essence of the
runner's love/hate struggle.
The cornerstone of the campaign is the "Anthem" spot which introduces the
complex love/hate relationship with running and presents New Balance as the
brand that tips the balance in favor of love. The spot also introduces the
brand's visual "red world" -- representative of the runner's struggle --
filled with temptations and obstacles at the start but with an end result of
euphoric accomplishment and "love."
The other four television spots highlight how the innovations of specific
brand products help alleviate relationship struggles related to different
runners. "Party" and "Shower" acknowledge the social temptations and workout
fatigue of a competitive athlete while "Rain" and "Park Bench" showcase the
dedicated and fitness runner's love/hate struggle with the elements and their
The campaign expands into multiple print components that capture the
love/hate struggle with running in relationship dialogue. Each ad relays how
specific New Balance footwear and apparel products help tip the balance for
athletes in their love/hate struggle with running. For example, in the
"Running's Friend Rain" print ad, the copy highlights how the brand's Storm
Striker Jacket can provide technical innovation to help a runner increase
their love for running in the rain.
The print campaign appears in vertical running/sports national and
regional magazines starting in March including Runner's World, Running Times,
ESPN the Magazine and Running Network.
Online campaign initiatives include banner ads and rich interactive
elements that communicate both brand and product messaging. Highlights
include a homepage flash unit that allows visitors to enter the world of love
and hate, while "Moments of Truth" demonstrates through animation that running
gives all athletes the competitive advantage. The online media buy in the U.S.
includes ESPN, SI.com, CBS Sports, active.com and Max Preps, among others. The
brand's Web site http://www.newbalance.com will feature the new campaign
starting on March 27th.
The brand campaign will be integrated into New Balance events and
sponsorships including Major League Lacrosse, Komen Race for the Cure, Rock n'
Roll Marathon Series and the Summer X Games, among others. Campaign imagery
will also be showcased through point-of-purchase and product displays at New
Balance stores and retailers.
The campaign launches in major international markets during the next 90
days 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 BBDO New York who was named
New Balance's global creative agency of record in October 2007. BBDO New York
leads a roster of agencies that also includes Atmosphere BBDO (digital
marketing), and PhD (media buying and planning). Almighty of Boston, MA
manages the NB.com creative.
New Balance, headquartered in Boston, MA has the following mission:
Demonstrating responsible leadership, we 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 2,800 people around the globe, and in 2007
reported worldwide sales of $1.63 billion. For more information please visit
For further information:
For further information: Amy Vreeland of New Balance, +1-617-746-2214,
firstname.lastname@example.org Web Site: http://www.newbalance.com