New Balance launched its “Love Boston” running campaign that is dedicated to the city of Boston. The campaign pays respects to the company’s hometown city and to the thousands of runners who run its streets. The campaign features limited edition footwear, a special Runners for Boston t-shirt, out-of-home advertising and social media elements designed to engage and inspire.
“As a Boston-based company with a strong heritage in running, we recognize the power of the sport to inspire and bring people together,” said Hilary Keates, Director of Marketing at New Balance. “We developed this campaign to celebrate all of the runners from Boston and around the world who love our home city and are proud to run its streets.”
New Balance is encouraging consumers to show their own love by using the campaign hashtag: #LoveBoston. A series of short videos featuring runners, Bostonians, and athletes explaining why they love Boston is featured on the brand’s Facebook page and website at www.newbalance.com. Anyone who uses the hashtag #LoveBoston on Instagram can visit the New Balance Boston in Copley Square and pick up their printed Instagraffer photo between April 18th and 20th. Images will also be on display at the New Balance booth inside the John Hancock Sports & Fitness Expo, April 18-20 at the John B. Hynes Veterans Memorial Convention Center, Boston.
New Balance is offering limited edition versions of the brand’s popular 890v4 and 990v3 styles that are inspired by the rich and diverse history of the city of Boston. The Limited Edition Boston 890v4 features bright blue and yellow colors, with exciting discovery elements including the campaign’s hashtag and a map of Massachusetts with a heart marking Boston’s city center. The Limited Edition 990v3 is a vibrant clover green color inspired by Boston sports teams and the St. Patrick’s Day holiday that typically marks the arrival of the spring racing season. The Limited Edition Boston 890v4 and 990v3 retail for $120.00 and $175.00, respectively and are available at select Boston-based retailers including New Balance Boston, The Tannery, City Sports, the New Balance booth at the John Hancock Sports & Fitness Expo, and online at www.newbalance.com.
New Balance has created a special Runners for Boston t-shirt with the state map and a heart marking Boston’s city center and will donate $10 from the sale of each t-shirt to the One Fund Boston, Inc. The t-shirt is available through December 31st, or while supplies last, at the New Balance booth at the John Hancock Sports & Fitness Expo, New Balance Boston and online at www.newbalance.com with the suggested retail price of $25.
New Balance is launching its out-of-home media blitz in Boston via exterior back lit bus shelter wraps, in-race media including light pole banners, MBTA-station takeovers and race barricades. New for 2014, the campaign will be featured at the Prudential Center through wallscape and staircase advertisements and suspended banners.
New Balance will also unveil a new booth design featuring the “Love Boston” campaign at the John Hancock Sports & Fitness Expo. Visitors who spend $25 at the booth can customize their New Balance purchases for free.
New Balance-branded initiatives with the Lenox Hotel, the Charlesmark Hotel, Boloco, and Old Town Trolley will also highlight the campaign. Runners and visitors can carbo load with a themed pasta dish at Strega North End, Strega Waterfront, Strega Prime and Nico. New Balance is reaching runners and fans alike in April with a cheering trolley along the route that also offers one way transport service for training runners.
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance is currently the only major shoe company that manufactures athletic footwear in the U.S.; in 2013, 1 out of every 4 pairs of shoes we sold in the U.S. was made or assembled here. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 4,000 associates around the globe, and in 2013 reported worldwide sales of $2.73 billion.