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).
