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New Balance Rolls Out Spring "This Is Boston" Ad Campaign Featuring Area Athletes

A new marketing campaign from New Balance launches today that "celebrates its roster of Boston-area athletes and the city’s unique sports accomplishments," according to Donna Goodison of the BOSTON HERALD. The campaign, dubbed “This Is Boston,” features Bruins Ds Zdeno Chara and Torey Krug, skateboarder PJ Ladd, Olympic runner Abbey D’Agostino, middle-distance runner Cory McGee, Red Sox 2B Dustin Pedroia and LF Brock Holt. The spring campaign "runs through April and will greet crowds" at next month’s Boston Marathon. New Balance VP/Global Marketing Chris Davis said, "We really wanted to embody the idea of the race being a cultural event." Goodison notes while Boston-based New Balance has "brought in outside agencies to create its campaigns in the past, it used its own creative and strategy teams for this campaign." Davis: "You’ll see something much more unique and disruptive and really eye-catching." The campaign will be "featured in MBTA bus shelters and stations, on light pole banners, and along the marathon race route." The marketing campaign also "includes Boston-themed, limited-edition footwear and apparel, and the New Balance-sponsored 'This Is Boston' Daybreaker event at Fenway Park" (BOSTON HERALD, 3/27).

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