>>
Rewind 2021 and prospects for 2022 Rewind 2021 and prospects for 2022
Home / Knowledge / News / Fashion / New Balance introduces 'LOVE/hate'

New Balance introduces 'LOVE/hate'

25
Mar '08
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.


Must ReadView All

Pic: Shutterstock

Textiles | On 28th Jan 2022

Real US GDP rose at 6.9% annual rate in Q4 2021: BEA

Real US gross domestic product (GDP) increased at an annual rate of...

Pic: Shutterstock

Apparel/Garments | On 28th Jan 2022

Egypt’s garment exports rise by 41% to $2.49 bn in 2021 over 2020

The Egyptian apparel sector’s exports rose by 41 per cent in 2021 to...

Pic: Prasit Rodphan | Dreamstime.com

Textiles | On 28th Jan 2022

Cambodia-Vietnam trade volume touches $9.3 bn in 2021

Cambodia-Vietnam trade volume touched $9.3 billion last year—a rise...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Occam's razor principle and purpose-driven innovations

Textile Industry, Head honchos

Textile Industry
Head honchos

Always best to produce under own supervision

Textile Industry, Head honchos

Textile Industry
Head honchos

Donating 20,000 N95 masks to hospitals & NGOs

Aashumi Mahajan,

Aashumi Mahajan

The Luxe Maison is a premiere haute couture e-boutique established after...

Mohammad Ali Khokon,

Mohammad Ali Khokon

<div>The Bangladesh Textile Mills Association (BTMA) is the national trade ...

Shivaani Jain,

Shivaani Jain

Established in 2015, Once Upon A Trunk is a one-stop-shop with almost...

Giulio Cesareo, Directa Plus

Giulio Cesareo
Directa Plus

UK-based Directa Plus is one of the largest producers and suppliers...

Sameer Sonkusale & Rachel Owyeung, Tufts University

Sameer Sonkusale & Rachel Owyeung
Tufts University

A team at the Tufts University in Massachusetts was recently in news for...

Sanjay Raut, Garware Technical Fibres Ltd

Sanjay Raut
Garware Technical Fibres Ltd

Garware Technical Fibres Ltd (formerly Garware-Wall Ropes Ltd) is a...

Sandeep Gonsalves & Sarah Gonsalves, Sarah & Sandeep

Sandeep Gonsalves & Sarah Gonsalves
Sarah & Sandeep

Established in 2012, Sarah &amp; Sandeep is a luxury menswear label...

Gauri Verma, Label - The Jodi Life

Gauri Verma
Label - The Jodi Life

THE JODI LIFE is an Indian fashion label that creates ready-to-wear for...

Kamal Khushlani, Mufti

Kamal Khushlani
Mufti

Based out of Mumbai, Mufti is a men’s clothing fashion brand. In an...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments

ESTEEMED CLIENTS

BIANCA
Decathlon
Guess Europe Sagl,
H;&M Hennes ;& Mauritz (Far East) Ltd
Chico’ FAS
Rosset ;& Cia Limited
Vardhman Textile Ltd
SHAHI Exports Pvt Ltd
KAS Direct Sourcing
Target Corporation (MN)
OVS Hong Kong Sourcing Ltd.
C;&A Sourcing International Ltd
Tommy Hilfiger
HYOSUNG CORPORATION INDIA PRIVATE LIMITED
Sateri (Jiujiang) Fiber Co.,Ltd
Midas Clothing Limited
T.T. Limited
The LYCRA Company Singapore  Pte. Ltd
Gap International Sourcing Limited
Varner AS Retail
Bluestem Global Sourcing Limited
Etam Group Strategy Hong Kong Limited
Maceton Limited
The Top Form Brassiere Manufacturing Company Limited
Restoque S.A.
Eastman Chemical Company
Page Industries Limited (Bangalore)
Aquarelle Clothing Limited
Abit
Lululemon Athletica Inc
BIRLA CENTURY A DIVISION OF CENTURY TEXTILES AND INDUSTRIES
Groz-Beckert East Asia LLP
Calvin Klein
Lenzing Aktiengesellschaft
NITI Aayog
Puma
Cat Tuong Real Estate Group Joint Stock Company
Rayonese Textile Inc., Division de Culp Inc.
John Varvatos
Amazon China
MAS Active / MAS Kreeda / MAS Bodyline
IDH – The Sustainable Trade Initiative
Gloria Jeans
Gatsby Africa
KIABI
SYNERGIES HONG KONG LIMITED
Sportswear Company Spa
BIMBA ;& LOLA SL
Lifestyle
Desigual - ABASIC, S.A.
Deckers Outdoor (Guangzhou) Consultant Co., LTD.
Lacoste (Wanchai)
Gokaldas Exports Limited
Sainsbury's Argos Asia Limited
Green Fibre
Under Armour Global Sourcing Ltd
Walmart
Huntsman (Singapore) Pte Ltd
Alix Partners
J ;& P Coats
Tory Burch Hong Kong Ltd
Sportmaster Ltd.
Seasalt Limited
Phong Phu international JSC (PPJ)
PVH Corporation
Benetton Group
G-Star Raw C.V.
Vianney Textil Hogar S.A. De C.V.
TESCO INTERNATIONAL SOURCING LIMITED
Babyshop
Asos
Boardriders Asia Sourcing Limited
Arvind Limited
Permoda(Koaj/Armi/Pronto/Bkul)
Helly Hansen Far East Ltd
Truetzschler India Private Limited
International Textile Manufacturers Federation
Aramark Uniform ;& Career Apparel, LLC
IKEA of Sweden AB
Chori Company Limited
Esprit Europe Services GmbH
LC Waikiki
Lisa S.P.A.
Splash
THE BOMBAY DYEING ;& MFG.CO. LTD
Hela Clothing Pvt Ltd
Reiter India Private Limited
Tchibo GmbH
Brandix Lanka Limited
Grasim Industries Limited

January 2022

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search