New Balance to make Euro advertising debut

Athletics brand New Balance is launching its first integrated above-the-line campaign across the US and Europe. The move is unusual for the brand, which does not sponsor celebrity athletes and rarely uses above-the-line advertising – it will be the first time New Balance has used above-the-line marketing in the UK and Europe.

The campaign, created by US agency Euro RSCG MVBMS Partners, will use the strapline “N is for Fit”. UK marketing manager Robert Ward says the brand needs to make itself “heard” in the increasingly competitive sports performance market.

The campaign, which will break in April, will air on sports channel Eurosport, which covers 54 countries. It will include promotional spots, short brand features, titles and full ads to be shown around key events such as the London Marathon and the World Athletics Championships. In the US, the ads will go out on national TV networks and will be supported by a print campaign.

Ward says that New Balance wants to raise consumer awareness of its heritage as a running brand, particularly as brands such as Nike and Adidas are investing heavily in the sports performance market.

New Balance’s renewed focus on the European market follows a number of appointments to its marketing team last year. Tobi Richter was named as the brand’s first European marketing director in January (MW December 12, 2002) following the appointment of Ward and UK head of marketing Chris Cotcher last summer (MW June 27, 2002).

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here