To honor creative people that make ‘excellent’ things, New Balance is running the Excellent Makers global campaign.
The idea of the campaign developed by Arnold Worldwide of Boston, MA is to celebrate craftsmen, athletes, artists and musicians and let them share with people the idea of their creativeness.
This campaign follows the ‘Let’s Make Excellent Happen’ campaign that launched in March of 2011 and was designed to motivate and inspire active consumers to reach a new level of personal performance.
Launched both off and online, the campaign combines activities and social media experience on New Balance’s Lifestyle Facebook page. Consumers can submit to the Excellent Inspired Gallery which features designs from global brand fans.
New Balance has shot six videos, each of them featuring a creative person. They include: Nick Swisher, professional baseball player; Jay Electronica, hip-hop artist; Osian Batkya-Williams, eco designer; Kate Gibb, screen printer; and two New Balance Factory associates that make shoes.
“New Balance recognized that every day we all have the opportunity to make excellent happen. We hope this campaign inspires people to make Excellent happen in their own lives and in their own way,” says Steve Gardner, SBU Manager for New Balance Lifestyle. “We are proud of our own heritage, commitment to craftsmanship, and how we can support and celebrate people who are following their own personal Excellent.”
New Balance also has introduced several 2012 lifestyle footwear introductions, including the New Balance 1300, 574 and US574. Throughout the first half of 2012, while the campaign rolls out in major global markets, the markets will be adding their own Excellent Maker profiles.
Within the Excellent makers, New Balance especially highlights their shoes. The company says it relies on more than 1,300 manufacturing associates at their five New England factories to produce a quarter of their US footwear worn by consumers (approximately 7 million pairs of shoes) in the US each year.