New Balance debuts an integrated campaign this month to coincide with the 40th running of the ING New York City marathon on November 1st. The performance-driven imagery highlights popular New York City landmarks and provides a sneak peek at the company's new spring 2010 running shoes.
“The 'Run Faster NY' theme truly conveys the new way we are looking at our brand as a whole,” says Tom Carleo, general manager, running at New Balance. “The idea that everything we do in the design and development of our running product we do in a speed tunnel by being bold and aggressive, and by constantly accelerating and innovating. This campaign reflects our brand's spirit, energy, and performance momentum.”
The campaign includes imagery that highlights the brand's new performance running shoes for spring 2010, the New Balance 1064 and New Balance 760, as well as popular New York City landmarks, featuring the Brooklyn Bridge, First Avenue, and the Statue of Liberty. The imagery is shot in a visually-arresting way that highlights the theme of 'getting faster in New Balance.'
New Balance will utilize out-of-home media to reach runners and fitness consumers in Manhattan via taxi tops, phone kiosks, and a 3-sided billbo ard outside the Javits Convention Center where the marathon's Health & Fitness Expo will be held. The 'Run Faster NY' imagery will also be featured inside the Expo at the New Balance booth where runners can hav e their picture taken in front of one of three image backdrops – First Avenue, Statue of Liberty, or the Brooklyn Bridge and share it with friends and family via email and social networking sites such as Facebook. The campaign will also be featured in-store at the Manhattan retailer Paragon Sports during race weekend.
