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New Balance introduces 'LOVE/hate'
25 Mar '08
4 min read
The cornerstone of the campaign is the "Anthem" spot which introduces the complex love/hate relationship with running and presents New Balance as the brand that tips the balance in favor of love.
The spot also introduces the brand's visual "red world" representative of the runner's struggle filled with temptations and obstacles at the start but with an end result of euphoric accomplishment and "love."
The other four television spots highlight how the innovations of specific brand products help alleviate relationship struggles related to different runners.
"Party" and "Shower" acknowledge the social temptations and workout fatigue of a competitive athlete while "Rain" and "Park Bench" showcase the dedicated and fitness runner's love/hate strugglewith the elements and their commitment, respectively.
The campaign expands into multiple print components that capture the love/hate struggle with running in relationship dialogue. Each ad relays how specific New Balance footwear and apparel products help tip the balance for athletes in their love/hate struggle with running.
For example, in the "Running's Friend Rain" print ad, the copy highlights how the brand's Storm Striker Jacket can provide technical innovation to help a runner increase their love for running in the rain.
The print campaign appears in vertical running/sports national and regional magazines starting in March including Runner's World, Running Times, ESPN the Magazine and Running Network.
Online campaign initiatives include banner ads and rich interactive elements that communicate both brand and product messaging.
Highlights include a homepage flash unit that allows visitors to enter the world of love and hate, while "Moments of Truth" demonstrates through animation that running gives all athletes the competitive advantage.
The online media buy in the U.S. includes ESPN, SI.com, CBS Sports, active.com and Max Preps, among others. The brand's Web site will feature the new campaign starting on March 27th.
The brand campaign will be integrated into New Balance events and sponsorships including Major League Lacrosse, Komen Race for the Cure, Rock n' Roll Marathon Series and the Summer X Games, among others. Campaign imagery will also be showcased through point-of-purchase and product displays at New Balance stores and retailers.
The campaign launches in major international markets during the next 90 days including: Canada, Mexico, Brazil, Chile, UK, France, Germany, Spain, Italy, Poland, Czech Republic, Russia, Israel, South Africa, China, Hong Kong, Taiwan, Japan, Korea, Singapore, Australia and New Zealand.
The spot also introduces the brand's visual "red world" representative of the runner's struggle filled with temptations and obstacles at the start but with an end result of euphoric accomplishment and "love."
The other four television spots highlight how the innovations of specific brand products help alleviate relationship struggles related to different runners.
"Party" and "Shower" acknowledge the social temptations and workout fatigue of a competitive athlete while "Rain" and "Park Bench" showcase the dedicated and fitness runner's love/hate strugglewith the elements and their commitment, respectively.
The campaign expands into multiple print components that capture the love/hate struggle with running in relationship dialogue. Each ad relays how specific New Balance footwear and apparel products help tip the balance for athletes in their love/hate struggle with running.
For example, in the "Running's Friend Rain" print ad, the copy highlights how the brand's Storm Striker Jacket can provide technical innovation to help a runner increase their love for running in the rain.
The print campaign appears in vertical running/sports national and regional magazines starting in March including Runner's World, Running Times, ESPN the Magazine and Running Network.
Online campaign initiatives include banner ads and rich interactive elements that communicate both brand and product messaging.
Highlights include a homepage flash unit that allows visitors to enter the world of love and hate, while "Moments of Truth" demonstrates through animation that running gives all athletes the competitive advantage.
The online media buy in the U.S. includes ESPN, SI.com, CBS Sports, active.com and Max Preps, among others. The brand's Web site will feature the new campaign starting on March 27th.
The brand campaign will be integrated into New Balance events and sponsorships including Major League Lacrosse, Komen Race for the Cure, Rock n' Roll Marathon Series and the Summer X Games, among others. Campaign imagery will also be showcased through point-of-purchase and product displays at New Balance stores and retailers.
The campaign launches in major international markets during the next 90 days including: Canada, Mexico, Brazil, Chile, UK, France, Germany, Spain, Italy, Poland, Czech Republic, Russia, Israel, South Africa, China, Hong Kong, Taiwan, Japan, Korea, Singapore, Australia and New Zealand.
New Balance Athletic Shoe Inc
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