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New Balance launches 'LOVE/hate. this is the new balance' global brand campaign
New Balance has debuted a new brand campaign 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."
While the campaign emphasises 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 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."
Four other television spots highlight how the innovations of specific brand products help alleviate relationship struggles related to different runners.
Alongside print advertising which follows the LOVE/hate theme, online campaign initiatives include banner ads and rich interactive elements that communicate both brand and product messaging. www.newbalance.com featured the new campaign from late March.
