New Balance has revealed its new brand campaign that aims to show how running is getting more social, interesting and more unpredictable.
Titled ‘Runnovation’, the fully-integrated campaign ties back to the ‘Let’s Make Excellent Happen’ activity that launched in 2011.
“This campaign is built on the strong foundation that we, as a brand, have in driving and supporting innovation in the sport of running” says Hilary Keates, New Balance director of global marketing and brand management.
“Running is constantly evolving and ‘Runnovation’ seeks to document these moments and inspire people to think about the sport in exciting new ways.”
Developed by longtime ad partner Arnold Worldwide, the campaign includes print and digital advertising, viral video, online interactive content, in-store and event consumer experiences, and launched in the US today, 9 July, with a compilation print ad in the August issue of Runner’s World Magazine.
The activity has focused on three different storylines: the first shows how running is evolving into a more social sport through a focus on the November Project training group; the second highlights how athletes today are challenging the limits of the sport, and stars Team New Balance athlete Anton Krupicka; and the third looks at the latest in innovative technologies that are revolutionizing running from a product and design standpoint and introduces New Balance’s Innovation Studio.
Additional print ads will appear in Men’s Health, Women’s Health, Men’s Journal, Outside, Running Times, Women’s Running, Competitor and New England Runner in the coming weeks.
Branded digital interactive videos will launch on the brand’s website and the New Balance YouTube channel on 15 July, while New Balance’s retail stores have showcased social media content in their windows.
PGR Media handled media buying and planning while Almighty managed the digital marketing creative, as well as Facebook and online creative. Chicago-based Upshot executed in-store work.
Following the launch in the US, the campaign will roll out to major international markets including: Canada, Mexico, Brazil, Chile, UK, France, Germany, Spain, Italy, Poland, Czech Republic, Russia, Israel, South Africa, China, Hong Kong, Taiwan, Japan, Korea, Singapore, Australia and New Zealand.