New Balance will debut a comprehensive marketing program to celebrate the 20th anniversary of its partnership with Susan G. Komen for the Cure.
The program will include a video highlighting the long standing relationship, a custom YouTube channel and a retail component.
Today New Balance will debut Running on Hope, an 8 minute video that chronicles New Balance’s efforts over the past 20 years to partner with Susan G. Komen for the Cure® in the fight against breast cancer and takes viewers on a journey through a “day in the life of the Race for the Cure®”. The video follows Jill Whitaker and her mother Jeanette Ormond, a breast cancer survivor, at the Global Race for the Cure® held in May 2009 in Washington, DC.
Earlier this year, Jill Whitaker submitted a video on-line at www.newbalance.com that answered the question “Why are you running in the Race for the Cure®?” Jill’s life has been deeply affected by breast cancer her mother, grandmother, great aunt and great grandmother have all fought the disease. She runs the Race for the Cure® each year in Las Vegas with her mother to raise money to find a cure for breast cancer so other families do not have to go through the same experiences.
“Jill Whitaker and her family truly embody the spirit of the Race for the Cure® and are an inspiration to many,” says Chris Mann, associate integrated marketing manager for New Balance. “New Balance is proud to share Jill’s story through the Running on Hope video and we encourage everyone to participate in the Race for the Cure® in their hometown.”
New Balance has developed a custom YouTube channel where Running on Hope can be viewed; www.youtube.com/runningonhope. The channel also offers information about the full Lace Up for the Cure® footwear, apparel and accessories collection, retailer information, and details about the 20th anniversary of New Balance’s partnership with Susan G. Komen for the Cure.
In addition to the Running on Hope video, New Balance’s retail partners will debut new in-store marketing materials that highlight the 20th anniversary with the tagline “For 20 Years We’ve Been Running towards the Same Goal.” Additionally, LDC screens will display a two minute version of Running on Hope. Consumers will also receive an “Experience the Race for the Cure®” gift with a minimum $100 Lace Up for the Cure® collection purchase. The gift with purchase includes a custom gift box, USB that contains the Running on Hope video and breast health information, a “Pink Ribbon Workout” DVD from ExerciseTV and a New Balance Lace Up for the Cure® pin and temporary tattoo. Finally, stores will be raising funds for their local Komen Affiliate by offering consumers the opportunity to purchase a pink shoe pin-up for a $5 donation. With the donation, each consumer with receive a $10 coupon towards their next purchase of $75 or more.
As a 20-year Susan G. Komen for the Cure® partner, New Balance is committed to supporting the mission of Komen for the Cure® and raising funds through corporate and consumer donations. In 2009, New Balance will donate up to $1 million (with a guaranteed minimum donation of $500,000) to Susan G. Komen for the Cure® from the proceeds of the Lace Up for the Cure® Collection. In celebration of the 20th anniversary New Balance will debut a special edition pink suede 993 running shoe. A limited number of personalized anniversary 993s will also be available for purchase in 2009 at www.newbalance.com/personalizethefight.com.
