New Balance Launches First Global Campaign, With TV Spots Featuring Myriad Endorsers

New Balance "is planning an advertising blitz that’s twice as big as any in its 109-year history, taking aim directly at Nike," according to Matthew Townsend of BLOOMBERG NEWS. New Balance on Wednesday began its "first global campaign, including television 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, the company "has recently branched out into soccer, baseball, tennis and cricket." New Balance in February signed "endorsement deals with 10" soccer players, including EPL club Manchester City D Vincent Kompany, and "one of the world’s most popular clubs" in Liverpool FC. The company also "wants to appeal to younger buyers." Since teenagers and 20-somethings "are the ones competing in sports, focusing more on performance shoes will help get the attention of those shoppers." The ad campaign, which includes the "first television commercials in about four years, will reach the 70 countries where New Balance distributes products." The TV spot "features 17 athletes in various sports around the world" (BLOOMBERG NEWS, 7/1). ADWEEK's Kristina Monllos noted the new campaign, produced by Boston-based Arnold Worldwide, uses the "tech-influenced tagline 'Always in Beta.'" The first spot in the campaign, titled "The Storm," features 17 of the brand's "sponsored pro athletes from a variety of sports and nations," including Kompany, U.S. distance runners Jenny Simpson and Emma Coburn, Tigers 1B Miguel Cabrera, Mariners 2B Robinson Cano, Canadian tennis player Milos Raonic and EPL club Arsenal MF Aaron Ramsey (ADWEEK.com, 7/1).