New Balance Prepares To Launch New Total Fit Brand Campaign
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New Balance's Total Fit Campaign Will
Integrate Existing Love/Hate Brand Platform |
New Balance on March 16 will debut its new Total Fit brand campaign that reinforces its heritage in performance running. The campaign, via BBDO, N.Y., continues New Balance's Love/Hate brand platform and will include two new 30-second spots. The spots will break on ESPN and ESPN2, and the campaign will have a strong online presence on many sports Web sites during the NCAA men's basketball tournament. The print campaign will appear in Runner's World, Running Time, Women's Running and Running Network magazines, and New Balance also plans to make an increased investment around the campaign's launch at the store level with POP displays (New Balance). BRANDWEEK's Kenneth Hein reports the activation also uses "trained 'Fit Specialists' to demonstrate the New Balance commitment for finding 'the perfect fit for everyone, every time.'" GMR Marketing recruited, hired and trained 275 specialists to "personally convey the experience" to consumers, and they will "work inside select New Balance retailers, ... educating consumers on the 88 points of total fit in every New Balance shoe." Meanwhile, Hein notes one of the print ads reads, "After you experienced total fit you told everyone running might be the one. But your buddies know you're just talking with your feet" (BRANDWEEK.com, 3/5).
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