Dive Brief:
- New Balance is gunning for Nike with a global advertising campaign that will position it as a multi-sport, international performance brand.
- A television spot featuring 17 international athletes will air in the 70 countries in which New Balance distributes.
Dive Insight:
New Balance is launching an advertising campaign that promises to solidify its reputation as a performance brand and make it a top-three brand alongside Nike and Adidas. Annual sales growth at the Boston-based company has already averaged 15% percent over the last five years, and company revenues totaled $3.3 billion in 2014.
Known primarily for casual footwear and running shoes, New Balance has recently pushed into soccer, baseball, tennis and cricket, inking endorsement deals with 10 soccer stars including Vincent Kompany of Manchester City in February.
“It’s an effort to position our brand up against the biggest in our category in footwear, apparel and accessories and in multiple sports,” said New Balance Atheletic Footwear CEO Rob DeMartini.