New Balance Before The Pformation Of Sports Brand Before The Tide Brand Marketing?

Now, New Balance (hereinafter referred to as NB) hopes that she will not only be regarded as a brand of "retro jogging shoes" - they have found 17 athletes to help.

Advertising campaigns are launched today in the Internet, outdoor, print media and social networks.

NB, from Boston, believes that he is mature enough to become a sports brand.

Boston advertising agency Arnold has created a new advertising campaign for it. The first advertisement invited 17 athletes to shoot, and the slogan was full of technological sense: Always in Beta.

NB wrote on the official website: "Beta" is a state of continuous improvement, always pursuing better.

It doesn't sound the same as most sports brands claim.

Within two weeks, this series of ads will also visit Hongkong and Singapore.

According to a company spokesman, the total advertising cost in Singapore is 30 million new coins.

Arnold, who is responsible for this creation, has been a global creative agent for NB for five years.

"By presenting the stories of those great athletes, we hope to motivate consumers to forge ahead and reach their goals," said Hilary Keates, NB's global brand marketing director.

The first advertisement, "The Storm", contains 17 famous athletes signed by NB. They come from different countries and many kinds of sports, including women's track and field, professional baseball, tennis and football.

And the story of the advertisement is simple. It can be summed up by "I am not fighting alone": Jenny Simpson Simpson was running alone in the mountains. Suddenly the storm started, baseball players, football players, and we called them jogging three sisters.

Then the heroine suddenly realized that she was not the only person in the movement, so she continued to work hard to run the chicken.

This is

The rule of law can be regarded as a test of water pmission.

Pete Johnson, Executive Creative Director of Arnold's office in Boston, said, "NB now wants to relocate the entire brand.

In the past, NB

They usually avoid cooperation and endorsement with athletes, but now they have grown to a certain extent, it is time to become a real player in the huge sports market.

As a former professional running shoes brand, the success of NB in the United States is partly due to their low-key advertising strategies: advertising heroes are usually unknown athletes, advertisements.

They are also popular magazines and high-end audiences' favorite channels, such as golf stations, CNN, A&E, etc.

Its high-end attributes can be seen from the title of "President jogging shoes".

In China, the strategy adopted by NB is different: cutting the product line, playing the retro jogging series, and catching up with the trend of the Korean wave and pan sports in the past two years, it has almost become a tide card. Their spokesmen and even the music Godfather Jonathan Lee, who has nothing to do with sports, can still remember the big two words of "ingenuity".

The core competition between Chao brand and sports brand is quite different. The biggest difference is that the technology content has been placed in a more important position.

These NB are not not, but no one really knows about it.

Therefore, the image of "professional sports brand New Balance" should be synchronized to China for at least a while.