New Balance released an “In Pursuit” campaign promoting its Fresh Foam cushioning line and celebrating female athletes and their ability to exceed goals.
The campaign from VMLY&R features four New Balance runners—Lisanne de Witte (sprinter, Netherlands), Stephanie Garcia (steeplechase, US), Cory McGee (middle distance, US) and Bev Ramos (middle/long distance, Puerto Rico). The video features a music video for “Start A Riot,” the new single by Beginners x Night Panda.
https://www.youtube.com/watch?v=mCSrAamqpEA
Allie Tsavdarides, New Balance director of global marketing, said in a statement, “Through this high-energy music video, we are not only bringing to life the momentum of the song to encourage physical movement, but we hope to tap into an inner drive and momentum of women in their own personal pursuits.
“We are all on a journey; our goal for this project was to channel the potential energy in each of us and to encourage all of you amazing women to keep rocking.”
The “in- pursuit” stories of each athlete working to unleash the best version of themselves will be highlighted on @NBWomen, @NBRunning and @NewBalance on Instagram and on newbalance.com.
“Start a Riot” is one in a series of spots to support the “Fresh Foam” cushioning platform, which aims to illustrate how data-driven technology empowers athletes to run their fastest without unnecessary weight holding them back.
Rachel Cuyler and Meredith Kinee, creative team at VMLY&R, added: “We wanted people to actually feel what it’s like to run in this shoe, we wanted them to be inspired to run in it themselves. So we gave them something to run to — a song, a motivation, and an anthem.”
