New Balance launched a new “The Is Boston” campaign which highlights its Team New Balance Athletes and local Boston icons.
The campaign draws attention to the brand’s athletic roots during a time when the city is celebrating the sport of running with next month’s Boston Marathon, the start of baseball season and potential playoff berths in hockey and basketball. Athletes in the campaign include Boston Bruins Zdeno Chara and Torey Krug, pro skateboarder PJ Ladd, 2016 Olympic runner Abbey D’Agostino, middle-distance runner Cory McGee and Boston Red Sox’s Brock Holt.
The campaign also features Boston-themed limited edition footwear and apparel, out-of-home advertising, consumer engagement opportunities and social media elements designed to celebrate the brand’s hometown and its love of sport.
“Every April New Balance launches a campaign to celebrate the city of Boston as well as the inspirational competition of running. This year we elected to showcase Boston-based, Team New Balance athletes who are true representatives of our unique brand values and vision. ” said Chris Davis, vice president of global brand marketing at New Balance. “We take immense pride in our esteemed running pedigree as well as our incredible roster of world class athletes who are so committed to giving back to the community. Our city pridefully unites to celebrate sport and we look forward to honoring Boston, and New Balance’s unique relationship with the city, through this campaign.”
New Balance will launch the limited edition Fresh Foam Zante v3 Boston inspired by the city’s athletic spirit. Fresh Foam Zante v3 Boston features bold colors, rooted in a powerful purple, interpreted as the color of royalty to honor athletic achievement. Black accents and pops of color on the tongue, lace aglets, outsole and insole add to the excitement. Stars and stripes are executed in a modern, bold design that celebrate athletes and the persistence and dedication it takes to reach the finish line. The limited edition style is built on the award-winning Fresh Foam Zante v3 platform which has updates to the outsole and sidewall based on New Balance data-to-design intelligence. The limited edition Fresh Foam Zante v3 Boston launches at retail April 3 for $114.95 and is available at select retailers including New Balance Global Flagship in Brighton, New Balance Experience store in Copley Square, Marathon Sports, the New Balance booth at the John Hancock Sports & Fitness Expo and online at www.newbalance.com.
“Boston runners train all winter long for the spring racing season and every April is a running celebration with the paths along the Charles River filled with runners,” said Tom Carleo, vice president of running at New Balance. “The Fresh Foam Zante v3 Boston is another opportunity for runners to celebrate the spring running season.”
New this year New Balance will sponsor a special “This Is Boston” Daybreaker event at Fenway Park on Friday, April 14 to celebrate the campaign and welcome visitors to the city. Daybreaker is an event series that has spread to 16 cities around the world using dance to bring people together and celebrate the benefits of being active before work. Local New Balance Ambassadors Aly Raymer and Eliza Shirazi will lead the workouts scheduled from 6AM to 7AM followed by a dance party from 7AM to 9AM. Sign up for “This Is Boston” Daybreaker event at Fenway by visiting https://www.daybreaker.com/event/this-is-boston/.
Starting Friday, April 14 New Balance.com and the brand’s social media handle @newbalanceus will release quotes from Team New Balance Athletes and city icons in the campaign saying what they love about Boston and encouraging fans to share what they love using the hashtag “#ThisIsBoston”.
New Balance branded initiatives with Boston-based Lenox Hotel rounds out the campaign. A special Runner’s Concierge will pop-up in the Lenox Hotel lobby where athletes can pick up important items such as fuel, water, hair ties, body glide, etc. and get tips from local runners. Leading up to the launch, New Balance continued their support of the annual “Last Long Run” with Marathon Sports where the brand provides one-way transportation to Route 135 in Ashland to runners while offering bag check and fuel along the route to Boylston Street.
New Balance launches its out-of-home “This Is Boston” campaign March 27 with exterior back lit bus shelter wraps, in-race media including light pole banners, MBTA-station dominations, race barricades and for the fourth year will take over the Prudential Center with multiple interior suspended murals and an exterior banner at the Boylston Street Plaza entrance. New Balance will also place a claw machine at the Prudential Center where users can win a pair of branded socks with additional prizes available for MyNB loyalty club members.
Photo courtesy New Balance