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Marketing and Sponsorship

New Balance Pushing New AI-Based Campaign At N.Y. Fashion Week

New Balance over the past year has been "working to craft itself as the rebel of the sportswear industry," and the brand’s new marketing campaign -- “Be The Exception” -- will help "tell this story" through AI-equipped cameras at N.Y. Fashion Week, according to Elizabeth Segran of FAST COMPANY. For the past several weeks, a "team of computer scientists" went around N.Y. with cameras to "collect baseline data about fashion trends." Next Thursday, the first day of Fashion Week, the "'exception spotting' based on that data will kick into action" with cameras "equipped with machine learning, powered by TensorFlow." New Balance worked with marketing agency VML to "develop technology specifically designed to identify people who don’t look like everybody else." New Balance also will "set up a booth in Soho with cameras facing out in every direction, scanning the hoards of people walking the streets of the city." The Soho booth will "become something of a war room, where a team of New Balance and VML employees will stare at a bunch of computers tracking the data in real time." When the cameras "identify someone who looks very different from the norm, a New Balance representative will pop out of the booth, explain to that person exactly what is going on, and hand them a pair of New Balance Fresh Foam Cruz Nubuck shoes." New Balance Dir of Global Marketing Allie Tsavdarides said the idea is to "celebrate people who go left when everybody else is going right" (FASTCOMPANY.com, 8/29).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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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