New Balance is launching a “Let's Make Excellent Happen” Boston Marathon marketing campaign to coincide with the race's 115th running on Monday.
Using pictures and slogans like “Excellent is Made in Boston,” “Excellent Loves Heartbreak,” “Excellent Makes Molehills Out of Newton Hills” and “Excellent Trained All Winter,” the campaign features challenges consumers to achieve new levels of performance. It was created by Arnold Worldwide.
“The 'Let's Make Excellent Happen' theme reflects our brand's desire to inspire and motivate athletes to achieve their very best,” said Josh Rowe, marketing manager, in a statement. “With imagery and taglines that highlight legendary sections of the prestigious race we hope to showcase that, given that Boston is our hometown, we understand what runners will face on Marathon Monday and we're ready to support them with innovative, high-performance products.”
The campaign imagery celebrates the New Balance 890, its new light running shoe. It also showcases popular Boston landmarks, including the Charles River, Fenway Park and the Leonard P. Zakim Bunker Hill Bridge.
Out-of-home marketing includes the MBTA, bus shelter wraps and at the Copley ticket booth display.
Adidas is the official footwear and apparel supplier of the race and Puma, Asics, Mizuno, Ecco and Converse advertise in the official program, according to the Boston Herald.
