New Balance and Arnold Worldwide launch ‘Runnovation’ global brand campaign
Global athletic leader New Balance together with global creative agency of record Arnold Worldwide unveil a new brand campaign 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.
The campaign, which includes print and digital advertising, viral video, online interactive content, in-store and event consumer experiences, launched in the U.S. July 9th 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 videos will launch on www.newbalance.com and the New Balance YouTube channel for July 15th 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.
Chief Creative Officer: Pete Favat
Creative Director: Mike Howard and Luke Perkins
Art Director: Sara Goldsmith
Copywriter: Kevin Goff
Broadcast Producer: Jamie Guild
Broadcast Assistant Producer: Claire Townsend
Print Producer: Diane Brito
Art Producers: Andrea Ricker, Sarah Doggett and Kersten Vasey
Business Affairs: Anne Joynt
Planners: Karin Wood and Angus McCoubrey
Marketing Producers: Todd Sperry, Maggie Smith and Will Gurney
TV Production Company: Public Record
Directors: Jeremiah Zagar & Nathan Caswell
Production Company Executive Producer: Jeremy Yaches
Editorial Company: Edit Bar
Post Production: Brickyard
Photographer: Nick Laham
Print Production Company: Point Productions
adidas all in..? maybe… just a little too familiar
This is… shit.
Oh so take Nikes strategy and add ‘ovation’ to it, nice work.