New Balance has unveiled a global brand platform – Always in Beta – highlighting its focus on inspiring sports fans and professional athletes.
The cornerstone of the campaign is “The Storm”, a video featuring 17 of the brand’s sponsored global professional athletes across the sports of running, baseball, tennis, soccer and triathlons.
Following the story of a woman on a run who reaches her limit, the spot sims to showcase the brand’s desire to keep moving forward, to evolve and to progress.
The campaign was developed by Arnold Worldwide who were named New Balance’s global creative agency in June 2010. It will launch in Hong Kong in two weeks on various digital, social media and outdoor channels.
In Singapore, the commercials will be shown across JCDecaux network such as in Cathay, Eng Wah and Shaw cinemas.
New Balance Singapore has also partnered up Moove Media and the campaign will run on mediums such as SMRT buses through ads and bus wraps. Paprika Global handled both creative and media buying duties for New Balance Singapore.
The total advertising spend in Singapore was SG$300,000, according to a spokesperson from the company.
“The campaign highlights our commitment to not rest on past successes, but be dedicated in our focus to continually push forward, to improve and aggressively deliver our best,” said Rob DeMartini, president and CEO at New Balance.
Faces of the campaign include running athlete Jenny Simpson, tennis player Milos Raonic, footballer Aaron Ramsey and baseball right fielder Jose Bautista, among others.
“At New Balance, we know the meaning of always pushing forward because we are always working to innovate our products and initiatives that serve and inspire our global athletes,” says Hilary Keates, director, global marketing and brand management at New Balance.
“This is the mindset we share with our athletes and that is reflected in our Always in Beta platform.”
The campaign highlights key global product introductions – Vazee running footwear and the Made for Movement apparel collection. It is also timed around the launch of the brand’s inaugural football/soccer footwear line and its 4040v3 baseball shoe.
Client: New Balance
Director of global marketing & brand strategy: Hilary Keates
EVP, director of consumer engagement & demand creation: Chris Ladd
Creative: Arnold Worldwide
Executive creative directors/managing partners: Pete Johnson, Wade Devers
SVP creative director/copywriter: Greg Almeida
SVP creative director/art director: Travis Robertson