New Balance plans to launch its first ever U.K. television campaign this April, according to MarketingWeek. The campaign will mark the brand's 30th year of manufacturing at its factory in Flimby, Cumbria, and will feature 100 athletes from the county's local running clubs.
New Balance”s TV activity will be part of a wider multi-platform strategy to promote its sponsorship of 1500m Team GB Olympic hopefuls, James Brewer, Tom Lancashire and Ricky Stevenson.
All three athletes will appear in a 12-part branded series, The British Miler, which will air on Sky Sports as well as on a dedicated website for the show in April.
MarketingWeek marks the first time New Balance has launched an integrated campaign on this scale in the UK, with previous promotions focusing on in-store activity and tie-ups with local sports clubs.
