New Balance has launched a new phase of its Always in Beta campaign with You Are Your Toughest Opponent, which will see the brand roll out an extensive ambassador driven digital and print campaign.
The overarching campaign theme, You Are Your Toughest Opponent, compounds the notion that every physical action begins in the brain; get your head right and your body will follow. The campaign is spearheaded by New Balance ambassadors, who bring the proposition to life through their stories of running and training.
Ambassadors include athletes Non Stanford, Heather Watson, Aaron Ramsey, Ben Stokes, Joe Root, Ross Millington and Kate Avery.
As part of the campaign, New Balance has also collaborated with a number of social influencers and fitness experts to extend the reach of the campaign to consumers. Ambassadors include Personal Trainer and Yoga Teacher Shona Vertue, presenter and fitness fanatic AJ Odudu, personal trainers Ben Camara and Richie Norton, lifestyle and fitness blogger Millie Cotton and running blogger Charlie Watson.
A dedicated New Balance hub has been created for the campaign and will be home to content from all of the brand’s ambassadors and experts, including how-to videos, tips and guides, under themes of Mindset, Speed, Stamina, Nutrition, Rest & Recovery and Strength.
The campaign will be supported by social media advertising across the company’s UK’s Instagram, Twitter and Facebook platforms. The campaign will supported by the hashtag #IAmTheCompetition to encourage user engagement.