New Balance Launches Minimus Trail Amidst Agressive Focus on Performance Running
August 16th 2012
Boston, MA -
Global athletic leader New Balance debuts new marketing creative around the launch of Minimus Trail this month that highlights the sensory connection between a runner’s body and the environment where the runner is performing. The creative reflects the brand’s aggressive focus on performance and innovation.
“Our entire Minimus collection has really energized our brand with consumers and at retail where we are seeing strong sell-through across all of our technical running products,” says Joe Preston, Executive Vice President of Global Footwear Product & Marketing at New Balance.
The NB Minimus campaign showcases renewed intensity and unexpected perspective to running outdoors and celebrates the ability of runners to achieve new levels of performance with the tag line “Connect more with Minimus.” The new creative supports the launch of the Minimus 1010, a lightweight barefoot-inspired trail shoe, and includes a TV spot, print, digital advertising, engagement in NB’s on-line community and in-store materials. The TV spot features the song “Dry Bones” by Lateef and the Chief.”
The television campaign runs throughout August and September on high-profile national cable programming including ESPN, FX and Comedy Central as well as the MLB and NFL Networks. The print campaign appears in the August and September issues of national running and active lifestyle magazines Runner’s World, Running Times and Outside.
Digital initiatives include product banners and video on destinations including as Runner’s World, NBC Sports, ESPN.com, Men’s Health, Bleacher Report and STACK. The brand’s newbalance.com site, Facebook page and YouTube channel feature product information and the :30 version of the 1010 spot.
The creative was developed by Arnold Worldwide, PGR handled media buying and planning while Almighty of Boston, MA managed digital marketing and newbalance.com creative. In March 2011, the brand launched its current campaign and 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 2011 reported worldwide sales of $2.04 billion. To learn more about how New Balance Makes Excellent Happen, please visit http://www.newbalance.com.
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