New Balance announced the launch of “Change the Game,” a new baseball campaign featuring MLB and NB Baseball athletes Dustin Pedroia and Ubaldo Jimenez that highlights their inspirational stories of athletic achievement in the face of doubt or adversity.
“To New Balance, 'Change the Game' means providing cleats that offer exceptional comfort and a perfect fit, so athletes can concentrate on their performance on the diamond, not on their equipment,” says Mark Cavanaugh, general manager of sports marketing at New Balance.
The print campaign features former league MVP, Dustin Pedroia, explaining how he has been doubted his entire career, but he uses those doubts as motivation, “Tell me my first year was a fluke. That my second year was a fluke. That I'm a sentimental All Star. Three TimesÂ Tell us what we can't do. Tell us who we can't be. One of us is gonna be right. New Balance Baseball. Change the game.”
In another print ad, Ubaldo Jimenez displays his dedication to continuous improvement, “Tell me to be satisfied with 2010. Tell me the ERA record is safe. Tell me not to learn a 7th pitchÂ
Tell us what we can't do. Tell us who we can't be. One of us is gonna be right. New Balance Baseball. Change the game.”
The Jimenez print ads will be published in both English and Spanish.
“Both Pedroia and Jimenez are changing the game of baseball in a positive way Â Pedroia continues to demonstrate that you can be a giant in the game at 5'9″ and Jimenez shows that class, humility and dominance on the mound can lead to an all star career,” Cavanaugh continues. “We at New Balance are motivated by their all star level of play both on and off the field in their respective communities, and we have used these actions as inspiration for this campaign.”
The multi-media campaign utilizes print ads, videos and digital advertising to reach high school and youth baseball players. The print campaign appears in ESPN RISE, Baseball America and New England Baseball Journal this spring. The digital campaign will run on BaseballAmerica.com, MaxPreps.com and features a custom NB Baseball channel on Stack.com, which includes training tips from NB Baseball athletes Skip Schumaker and Colby Lewis.