Focusing on runners’ complex love/hate relationship with pounding the ground, New Balance unveiled its new brand campaign on 27 March 2008. The full tag line reads ‘LOVE/hate. this is the new balance.’ Utilising television, print, and online advertising the campaign aims to reach performance athletes with a primary targeting of 18-29 year olds. Light-hearted media spots are intended to showcases the New Balance brand’s ability to increase the love of running through product innovation.
According to New Balance CEO, Rob DeMartini, “Running is our history and our reason for being. “We believe our 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 campaign targets three different consumers – the dedicated runner, the fitness runner and the competitive athlete. All are cited as having different motivations but a shared struggle with running.
The cornerstone of the campaign is the ‘Anthem’ media spot which introduces the complex love/hate relationship with running and presents New Balance as the brand that tips the balance in favour 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’.
In a range of print offerings, 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 running/sports national and regional magazines starting in March including Runner’s World, Running Times, ESPN the Magazine and Running Network.
Beyond the US, the campaign launches in major international markets through to the end of June 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.
Online campaign initiatives include banner ads and interactive elements that communicate both brand and product messaging. Meanwhile the ‘LOVE/hate’ campaign will be integrated into New Balance events and sponsorships including Komen Race for the Cure, the Rock n’ Roll Marathon Series and the Summer X Games. Campaign imagery will also be showcased through point-of-purchase and product displays at New Balance stores and retailers.
