New Balance has launched a new phase of its ‘Always in Beta’ marketing campaign with ‘You Are Your Toughest Opponent’, which will see the brand roll out an extensive ambassador driven digital and print initiative.
The overarching campaign theme, You Are Your Toughest Opponent, compounds the notion that every physical action begins in the brain; ‘get your head right and your body will follow’. The campaign is spearheaded by New Balance ambassadors, who bring the proposition to life through their stories of running and training.
You Are Your Toughest Opponent will share the ambassador’s journeys to success to inspire and motivate fitness in others. Ambassadors include athletes Non Stanford, Heather Watson, Aaron Ramsey, Ben Stokes, Joe Root, Ross Millington and Kate Avery.
As part of the campaign, New Balance has also collaborated with a number of social influencers and fitness experts to extend the reach of the campaign to consumers. Ambassadors include personal trainer and yoga teacher Shona Vertue, presenter and fitness fanatic AJ Odudu, personal trainers Ben Camara and Richie Norton, lifestyle and fitness blogger Millie Cotton and running blogger Charlie Watson.
A dedicated New Balance hub has been created for the campaign and will be home to content from all of the brand’s ambassadors and experts, including how-to videos, tips and guides, under themes of Mindset, Speed, Stamina, Nutrition, Rest & Recovery and Strength.
The campaign will be supported by social media advertising across New Balance UK’s Instagram, Twitter and Facebook platforms. The campaign will be supported by the hashtag #IAmTheCompetition to encourage user engagement with the campaign.
New Balance has also collaborated with Hearst media, which will see the delivery of print and online content across Men’s Health, Women’s Health and Runner’s World.
Samantha Matthews, Marketing Manager for New Balance UK and Ireland said “The message behind the Toughest Opponent campaign is something that fitness beginners and athletes alike can relate to, which is why we felt our ambassadors could tell these stories perfectly. Performance is about much more than just the right kit – it’s having the persistence, determination and perseverance to push through whatever barriers you face, and New Balance have all the tools to help you achieve your goals.”
www.newbalance.co.uk/ToughestOpponent
