Global leader in sports footwear manufacturing, New Balance launches a new campaign aimed at motivating and inspiring active consumers to excel and reach a new level of ‘Excellent’.  The campaign features a new tagline, ‘Let’s Make Excellent Happen’, which clearly expresses the brand’s commitment to bringing only the best quality products to the customer and inspires customers to achieve excellent results with help of New Balance sport shoes.

Image: www.newbalance.com

The new campaign is dedicated to two footwear models released in 2011: the NB 890 featuring REVlite technology, a lightest neutral cushioning running shoe; and NB Minimus Trail, the brand’s long-awaited barefoot-inspired running introduction. The producer empaphisizes that these models are inspired by the great athletes.  The NB 890 is named ‘Barringer’ (women’s) and ‘Baddeley’ (men’s) after record holders Jenny Barringer Simpson (U.S.) and Andy Baddeley (U.K.).  NB Minimus Trail is inspired by a champion runner Anton Krupicka (U.S.).

Marketing materials of the campaign include TV, print, digital advertising, viral videos as well as in-store ads. Moreover, New Balance plans to promote the campaign through event exposure and online activity.

The key ad of the campaign Is «Pier 54» television spot. The video reveals ‘Excellent’ happening at a track built by New Balance at Pier 54 in New York, where Team New Balance athletes celebrate competition as a way to inspire themselves and others to achieve new levels of performance.  The spot features the song ‘On the 54’ by The Dandelions.

The campaign will be launched globally involving the whole number of markets where New Balance conducts its business.

Hilary Keates, Director, Global Marketing and Brand Management, commented on the campaign, «We built this campaign on our core belief that New Balance serves as a coach and a catalyst to our consumer. However they interpret their definition of ‘Excellent,’ New Balance will be there to make it happen.»