New Balance launches first UK TV campaign

New Balance, the American footwear manufacturer, is to launch its first ever UK television campaign this April, in a bid to bolster its positioning around grassroots athletics.

New Balance

The campaign will mark the brand’s 30th year of manufacturing at its factory in Flimby, Cumbria, and will feature 100 athletes from the county’s local running clubs.

New Balance’s TV activity will be part of a wider multi-platform strategy to promote its sponsorship of 1500m Team GB Olympic hopefuls, James Brewer, Tom Lancashire and Ricky Stevenson.

All three athletes will appear in a 12-part branded series, The British Miler, which will air on Sky Sports as well as on a dedicated website for the show in April.

It marks the first time New Balance has launched an integrated campaign on this scale in the UK, with previous promotions focusing on in-store activity and tie-ups with local sports clubs.

According to Tom Carleo, general manager for running and outdoor at New Balance, the shift is because “2012 represents a significant year for [us] in the UK.”

He hopes the brand’s grassroots ties and status as the only athletic footwear brand to manufacture in the UK is enough to spur cut-through in the year of the Olympic games”, and differentiate it from rivals.

Additionally, New Balance has launched a website for the village of Flimby in a bid to drive tourism to the area.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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