New Balance Refocuses Commitment to Runner with Launch of NBx Campaign

New Balance Athletic Shoe, Inc. will refocus the brand’s long-time commitment to dedicated runners with the launch of the NBx campaign for 2007.
Author:
Updated:
Original:

BOSTON, January 30, 2007 – New Balance Athletic Shoe, Inc. will refocus the brand's long-time commitment to dedicated runners with the launch of the NBx campaign for 2007. This multi-faceted campaign will include print advertising, online elements, outdoor (guerilla advertising), event sponsorships, and an in-store component. The Spring 2007 collection of elite running footwear and apparel products will be branded NBx, as well as a select division within the New Balance company.

“Our corporate heritage has always been as a performance running brand,” says Paul Heffernan, executive vice president of global marketing at New Balance. “This renewed commitment to the dedicated runner is a natural extension of our day-to-day focus on meeting the needs of real runners and our elite specialty business.”

Marketing
The NBx marketing campaign captures the essence of the dedicated runner, with photography portraying an actual “day-in-the-life” of real runners. The series of images compose the NBx “mindset” and showcase the individual passion, drive, and determination of these runners. The images demonstrate the runners' deep devotion to the sport and their willingness to push themselves and their running to the next level – to the X power – distinguishing them from the more casual runner or weekend warrior.

“The NBx campaign speaks directly to the dedicated runner, those athletes who relentlessly push themselves to improve their personal performance,” says Heffernan.

To best portray the motivations and daily behavior of a dedicated runner, New Balance will feature everyday real runners in their NBx print ads. A male and female runner were shadowed by a film crew during their typical day to provide insight on their everyday running routine and real-life images for use in the campaign. The campaign tags highlight the key running motivations these runners expressed during their filming, including desirex, heartx, dedicationx.

The NBx campaign will also include a series of product-focused ads that highlight the new collection of footwear and apparel products and emphasize the key technologies in each of the products that raise them to the next level of performance. The NBx collection is a select group of running footwear and apparel that features the premium New Balance performance technologies, such as N-Lock®, Acteva® Ultra Lite, and the TS2® Transitional Support System in footwear, as well as BioCool®, and the Phantom Waistband™ in apparel. The tag on each of these product-focused ads stresses the particular end-user benefit that each technology provides, such as comfortx, dryx, supportx.

The full campaign tag line reads “NBx is everything New Balance knows about running. Raised to the X power.”

The print campaign will appear in vertical running publications such as Runner's World, Running Network, and Running Times starting this month. The products that will be highlighted include the 1061, 767, 902, 873 running shoes, as well as the women's Saba Short, men's Intrepid Tight, and men's Helio Short Sleeve apparel pieces.

The NBx campaign will be integrated into a variety of online mediums including banner ads, newsletters, marathon training content and running message boards on sites including runnersworld.com, runningtimes.com, and active.com. NBx retail support programs, regional and national running event sponsorships and outdoor advertising efforts around the Boston, Chicago, and New York marathons are also part of the 2007 campaign.

Boathouse Group Inc. of Waltham, MA developed the NBx creative and handled the media buy.

A New Division at NB
New Balance recently established a dedicated team focused exclusively on the company's elite running specialty business. The NBx Division is a cross-functional, entrepreneurial and autonomous team based in Lawrence, MA at the company's manufacturing and R&D facility. This team works closely with the New Balance Advanced Concepts team and is responsible for NBx running footwear and apparel styles sold within the running specialty channel. Core functions embedded in the team include sales, integrated marketing, apparel and footwear product management, design, and development. Also part of the new division, New Balance technical field representatives will obtain elite-specific training, including pedorthic training, so they can best service these running specialty stores.

“The NBx team possesses a singular clarity of purpose and direction and embodies our deep rooted passion for the sport of running,” says Dave Shelbourne, global team leader of the NBx Division. “This new division will apply appropriate lean NB EE principles to give us the best of both worlds; a small, nimble and decisive team with access to our larger company resources.”

New Balance, headquartered in Boston, MA, is a leading manufacturer of technologically innovative width-sized performance footwear and athletic apparel for women, men, and children. The range of product categories includes running, walking, training, basketball, tennis, cleated and kids. New Balance Athletic Shoe, Inc. employs more than 2,800 people around the globe, and in 2005 reported worldwide sales of $1.54 billion. For more information please visit http://www.newbalance.com.

###

Related

TotalFit-NB-Ad-09.jpg

New Balance Launches "Total Fit" Global Brand Campaign

BOSTON, March 5, 2009 – Global athletic leader New Balance debuts a brand campaign this month that reinforces the brand’s heritage in performance running and introduces its Total Fit™ philosophy, the complete dedication to achieving the perfect fit. The Total Fit™ campaign ...read more

Team New Balance Runner Khalid Khannouchi on Road to Recovery

BOSTON, May 27, 2009 – New Balance, a leading global manufacturer of performance footwear and apparel, announced today that Team New Balance runner Khalid Khannouchi, two time world record holder and current U.S. marathon record holder, is recovering well from recent foot ...read more

New Balance 903 Receives "Editors Choice" award

New Balance 903 Named "Editor's Choice" By Runner's WorldBOSTON, May 5, 2008 – Runner's World, the worldwide authority on running information, has named the New Balance 903 lightweight running shoe an “Editor's Choice” award winner in its June 2008 Running Shoe Guide. A low ...read more

New Balance Debuts a Mid-foot Strike Running Shoe

BOSTON, February 12, 2008 – This Fall, New Balance will be the first major athletic shoe brand to offer a performance running shoe specifically designed and engineered for mid-foot strike runners. This style, the MR/WR800, will debut in August 2008 and is the recommended ...read more

New Balance Celebrates Its Shoemaking Heritage

BOSTON, June 16, 2009 – This week, New Balance, the only athletic company that still produces footwear in the United States, launches a national celebration of its domestic manufacturing workforce through an on-line documentary and awareness campaign.“We made our first pair ...read more

New Balance 100 Named "Editor's Choice, Best Racer" by Trail Runner

BOSTON, September 11, 2009 – New Balance announced today that Trail Runner magazine has named the New Balance 100 racing flat a “2009 Editor's Choice Award” winner for best racer.Editors praise the 100 for its support, protection, ground-gripping foot placements and a ...read more

New Balance Creates Team of Outdoor Ambassadors

BOSTON August 12, 2008 – Boston-based New Balance announced today that they have signed on three outdoor athletic enthusiasts to join the brand's larger “Team New Balance.” Trail runners Kyle Skaggs, and Anton Krupicka and freestyle kayaker Ruth Gordon, have all signed on ...read more

New Balance 768 Named "Best Running Shoe" by Health Magazine

BOSTON, May 27, 2008 – New Balance announced today that Health magazine has named the New Balance 768 women's running shoe a “2008 America's Healthiest Fitness Award” winner for best running shoe in the Footwear category. The 768 receives “top marks for cushioning, ...read more

New Balance Celebrates Inaugural National Running Day on June 3

BOSTON, May 28, 2009 – On Wednesday, June 3, 2009, New Balance, a brand with more than 100 years of heritage in running, will join thousands of runners across the nation to commemorate inaugural National Running Day. New Balance will highlight National Running Day through ...read more