New Balance readies new marketing campaign
New Balance Athletic Shoe Inc., a Boston company whose shoes have long found favor with middle-age runners, continues to woo a younger demographic with the debut of a brand campaign this month that introduces a "Total Fit" philosophy.
Aimed at people between the ages of 25 and 34, the multimedia marketing effort aims to reinforce the Boston company's larger brand platform - "LOVE/hate this is the new balance" - with television, print, and online advertising to reach performance and fitness runners/athletes with a primary media target of 25-34 year olds, New Balance said in a press release.
In a statement, company executive vice president Joe Preston commented on the new initiative.
“The New Balance Total Fit campaign captures our unique understanding of running and showcases that fit is who we are and what we do,” he said. “We are proud of our place as the industry leader in fit. We were the first brand to offer running shoes in widths, and that extreme dedication to fit and providing purposeful innovation in all of our footwear and apparel continues today.”
The television campaign breaks nationally on March 16th on ESPN/ESPN2 and will have a strong presence online during the March NCAA Basketball Tournament on SI.com, CBSsports.com, and ESPN.com, among others, the company said in a press release.
The Total Fit campaign creative was developed by BBDO New York, New Balance’s ad agency of record.
New Balance reported worldwide sales of $1.63 billion for 2007.
(By Chris Reidy, Globe staff)