New Balance introduces 'LOVE/hate'

25 Mar '08

4 min read

Global athletic leader New Balance debuts a new brand campaign on March 27, 2008 that highlights running as fundamental to all sport and spotlights the runner's complex love/hate relationship with running.

The campaign brings these struggles and personal breakthroughs to life by personifying running in a light-hearted and engaging manner and showcases the brand's ability to increase the love of running through product innovation.

"Running is our history and our reason for being," says Rob DeMartini, CEO at New Balance. "We believe our 'LOVE/hate. this is the new balance' 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 multi-media campaign utilizes television, print, and online advertising to reach performance athletes with a primary media target of 18-29 year olds. The full campaign tag line reads "LOVE/hate. this is the new balance."

"New Balance understands that being a better runner makes you a better athlete," says Christine Madigan, Director of Global Marketing and Brand Management at New Balance.

"The LOVE/hate campaign is grounded in deep global consumer insights and inherent truths about the role of running in an athlete's life and how our products can help tip the balance towards love."

While the campaign emphasizes the brand's heritage in performance running, it also highlights New Balance's expansion into other team sports such as football and baseball.

The campaign targets three different consumers the dedicated runner, the fitness runner and the competitive
athlete all who have different motivations but a shared struggle with running.

The television campaign breaks nationally on March 27th in the U.S. during the NCAA basketball tournament on CBS and will have heavy emphasis in the March-May and August-September timeframe through Fox, cable and ESPN. The campaign includes five television spots that capture the essence of the runner's love/hate struggle.

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