||New Balance Launches Global Brand Campaign Called ‘Runnovation’
New Balance Athletic Shoe Inc., a Boston company known for its athletic footwear and apparel, said last week that it is unveiling a new brand campaign called, "Runnovation."
This made-up word reflects the brand's "long-standing commitment to innovation and evolution around the sport of running," and the Runnovation campaign will seek to document "real people" who are "redefining the current state and future of running," the company said.
The Runnovation campaign was created by Boston ad agency Arnold Worldwide, and the campaign is an updated take on the "Let's Make Excellent Happen" campaign that launched in 2011, New Balance said.
Showcasing the company's fall 2013 lineup of products, including the new Tri-Vizcollection, the Runnovation campaign puts the spotlight on Team New Balance elite athletes as well as everyday people pushing their limits.
"This campaign is built on the strong foundation that we, as a brand, have in driving and supporting innovation in the sport of running," Hilary Keates, the company's director of global marketing and brand management, said in a statement. "Running is constantly evolving and 'Runnovation' seeks to document these moments and inspire people to think about the sport in exciting new ways."
PGR Media of Boston handled media buying and planning for the campaign while Almighty of Boston managed digital marketing creative. Upshot of Chicago is responsible for in-store work.
In 2012, New Balance reported worldwide sales of $2.39 billion.
(Source: Boston.com, 07/09/13)
How You Can Make Money:
Many stations host 3Ks, 5Ks and so on that attract listener participation. New Balance's push into this niche marketing angle creates sponsorship opportunities not only for the brand, but also support for retailers who carry the brand in your market. If you have any runs coming up in your station's events in the next 12 months, New Balance, corporate or regional, should be your very next prospecting call.