FOR IMMEDIATE RELEASE
Contact : Mary Lawton, New Balance
Mary.Lawton@newbalance.com
T: 617.746.2525
BOSTON, July 9, 2013 – Global athletic leader New Balance unveils a new brand campaign today that documents real people who are redefining the current state and future of running. The fully-integrated campaign introduces a new word, “Runnovation” which reflects
New Balance’s long-standing commitment to innovation and evolution around the sport of running.
New Balance defines “Runnovation” as a noun “The act of running evolving from Boston to the Canary Islands, from the science lab to the city streets. Running is getting more social, interesting and more unpredictable”. To use it in a sentence “Runnovation is evolving fast, and New Balance is pushing the pace. This is Runnovation”. The campaign ties back to the
“Let’s Make Excellent Happen” campaign that launched in 2011 but is an update that highlights new interpretations within running.
“This campaign is built on the strong foundation that we, as a brand, have in driving and supporting innovation in the sport of running” says Hilary Keates, New Balance Director of
Global Marketing and Brand Management. “Running is constantly evolving and ‘Runnovation’ seeks to document these moments and inspire people to think about the sport in exciting new ways.”
The campaign, which includes print and digital advertising, viral video, online interactive content, in-store and event consumer experiences, launches in the U.S. July 9 th with a compilation print ad in the August issue of Runner’s World Magazine. The campaign highlights Team New Balance elite athletes as well as real everyday people pushing their limits of performance in the pursuit of achieving excellence.
The campaign will focus on Runnovation through three different storylines – one how running is evolving into a more social and participatory sport through a focus on a grassroots training group, called November Project. The second highlights how athletes today are challenging the limits of the sport through Team New Balance Athlete Anton
Krupicka, two time winner of the Leadville 100 Race. The third looks at the latest in innovative technologies that continue to revolutionize running from a product and design standpoint through the Innovation Studio at New Balance’s Lawrence, MA office.
The campaign highlights key innovative Fall 2013 New Balance footwear and apparel products, including the new Tri-Viz collection which helps highlight athletes during all types of low light conditions and an important update to the popular 880v3 a go-to neutral cushioning shoe offered exclusively at specialty running shops.
The campaign includes print and digital advertisements in Men’s Health, Women’s Health,
Men’s Journal, Outside, Running Times, Women’s Running, Competitor and New England
Runner magazines. Branded digital video’s will launch on www.newbalance.com
and the
New Balance YouTube channel for July 15 th featuring interactive overlays that explain to viewers what product is being shown in the video with a direct tie back to the brand’s online retail store. The campaign will come to life inside New Balance retail shops by defining

“Runnovation”, showcasing social media content in the store windows and invite consumers to join in the movement by listing a variety of upcoming local races and fun runs.
“Runnovation” will further come to life at the New Balance Falmouth Road Race, Disney
Wine and Dine Half Marathon and other sponsored events.
The campaign will roll out to major international markets including: Canada, Mexico, Brazil,
Chile, UK, France, Germany, Spain, Italy, Poland, Czech Republic, Russia, Israel, South
Africa, China, Hong Kong, Taiwan, Japan, Korea, Singapore, Australia and New Zealand.
The campaign creative was developed by Arnold Worldwide of Boston, MA who was named
New Balance’s global creative agency of record in June 2010. PGR Media of Boston, MA handled media buying and planning while Almighty of Boston, MA managed digital marketing creative, as well as Facebook and newbalance.com creative. Upshot of Chicago,
IL executed in-store work.
About New Balance
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance is currently the only athletic shoe company that manufactures footwear in the U.S. with 25% of our U.S. footwear shipments produced at five New
England facilities. The company also operates a manufacturing facility in Flimby, U.K. New Balance employs more than 4,000 associates around the globe, and in 2012 reported worldwide sales of $2.39 billion. To learn more about how New Balance Makes Excellent Happen, please visit http://www.newbalance.com.
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