New Balance Launches Global Excellent Makers Campaign
February 22nd 2012
Campaign Highlights People who are Making Excellent Happen
Boston, MA -
Global athletic and lifestyle leader New Balance debuts their Excellent Makers global campaign today that celebrates people in the world who "make" things - especially things that are "Excellent." The brand highlights craftsmen, athletes, artists and musicians and shares their common passion for what they do.
"New Balance recognized that every day we all have the opportunity to make excellent happen. We hope this campaign inspires people to make Excellent happen in their own lives and in their own way," says Steve Gardner, SBU Manager for New Balance Lifestyle. "We are proud of our own heritage, commitment to craftsmanship, and how we can support and celebrate people who are following their own personal Excellent."
The campaign launches in-store and online via social media, with videos and creative, engaging elements on New Balance's Lifestyle Facebook page at Facebook.com/NBClassics.
New Balance highlights Excellent Makers through six campaign videos including:
- Nick Swisher, professional baseball player – his foundation Swish's Wishes benefits young children in the community.
- Jay Electronica hip-hop artist - born in 1976, Electronica grew up in the Magnolia projects of New Orleans with a passion for music that he loves to share.
- New Balance Factory associates, from Skowhegan, ME who work crafting shoes.
- Osian Batkya-Williams, eco designer – a London-based designer and modern Jack-of-all-trades, Osian works as an industrial designer, furniture maker, teacher, and builder.
- Kate Gibb, screen printer - as a contemporary silk-screen artist, Kate Gibb finds inspiration in the most unlikely places.
- New Balance Factory Associates from Flimby, U.K. who work crafting shoes.
Several 2012 lifestyle footwear introductions, including the New Balance 1300, 574 and US574, are also celebrated through the campaign. The campaign launches in major global markets throughout the first half of 2012 with markets adding their own Excellent Maker profiles throughout the year, such as the Gold Fields, an up-and-coming band from Victoria, Australia. Consumers can also submit to the Excellent Inspired Gallery which features designs from global brand fans.
The campaign creative was developed by Arnold Worldwide of Boston, MA who was named New Balance's global creative agency of record in June 2010. PGR handled media buying and planning while Almighty of Boston, MA managed digital marketing, media as well as Facebook and newbalance.com creative.
New Balance proudly relies on our more than 1,300 manufacturing associates at our five New England factories to produce a quarter of our U.S. footwear worn by consumers (approximately 7 million pairs of shoes) in the US each year. Where the domestic value is at least 70%, we have labeled the shoe "Made in USA." In 1982, New Balance opened its UK manufacturing facility in Flimby, U.K. where we continue to product Made in the U.K. footwear.
In March of 2011, New Balance launched their current brand campaign "Let's Make Excellent Happen" that is designed to motivate and inspire active consumers to reach a new level of personal performance – a new level of "Excellent." The fully-integrated campaign features the tagline, "Let's Make Excellent Happen."
About New Balance
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance is currently the only athletic shoe company that manufactures footwear in the U.S. with 25% of our U.S. footwear shipments produced at five New England facilities. The company also operates a manufacturing facility in Flimby, U.K. New Balance employs more than 4000 associates around the globe, and in 2010 reported worldwide sales of $1.78 billion. To learn more about how New Balance Makes Excellent Happen, please visit www.newbalance.com.