For the second year, New Balance will team up with O, The Oprah magazine in sponsoring the publication's “Live Your Best Life Tour.” The partnership between New Balance and O creates a synergy of values – New Balance believes in achieving your own balance, individuality, and self-esteem – similar philosophies to those supported by the O event. The Tour also enables New Balance to reach a core demographic of female walking shoe consumers and allows NB to talk, interact, and communicate with them in a unique way.
For 2005, New Balance will be featuring the women's-only 742 walking shoe as the “Official Shoe of the Live Your Best Life Tour.” New Balance will be encouraging consumers to experience the three major attributes of the shoe (the fact that the shoe is lightweight, breathable, and comfortable) in a variety of ways. First, there will be a drive to trial – women will have the chance to try-on a pair of the 742s at the NB booth. Those who do
will receive a free pair of socks. Second, New Balance plans to create a unique booth experience that will bring to life these three major attributes – enabling consumers to experience, understand, and learn about the benefits of the 742 in an innovative way.