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Marketing and Sponsorship

New Balance Launches Biggest Ad Campaign In Its History, Looks To Challenge Nike

New Balance is planning an advertising "blitz" that is "twice as big as any in its 109-year history, taking aim directly" at Nike, according to Matthew Townsend of BLOOMBERG. The sneaker company will begin its first global campaign, including TV spots throughout the U.S. and other large markets -- "an attempt to become a truly international, multisport athletic brand like its rival with the Swoosh." While "long known for running shoes and casual footwear," New Balance has recently branched out into football, baseball, tennis and cricket. New Balance CEO Rob DeMartini said, "It's an effort to position our brand up against the biggest in our category in footwear, apparel and accessories and in multiple sports." The closely held company wants to boost its annual sales growth, which averaged 15% over the past five years. DeMartini said that revenue reached $3.3B in '14 and will approach $4B this year. New Balance also is "heavily reliant on running shoes," something it is "looking to change." It is a "huge category in the U.S. but not as big overseas." In February, New Balance branched out into football by signing endorsement deals with 10 players and Liverpool. The company declined to say how much it is spending on the marketing effort. DeMartini: "Our goal is to be in the top three of global athletic brands. And to get to the top three, we have to be in the world's biggest sport" (BLOOMBERG, 7/1). New Balance's new brand platform -- Always in Beta -- is its promise to improve and strive for more. The platform highlights the brand's goal to design and manufacture quality products. The campaign's cornerstone is "The Storm," a TV commercial representing the desire to move forward and progress. It features 17 of New Balance's sponsored athletes across running, baseball, tennis, football and triathlon (New Balance).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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