• Brandweek, Thursday, September 17, 2009 10:44 AM

New Balance Lifestyle has launched a campaign around a limited release of the company's 574 Clips running shoe that includes a Polaroid in each of the 480 pairs of shoes with a five-digit code on the back that buyers can use to "claim" their shoe online, Todd Wasserman reports. Each pair of 574s is composed of leftover clippings from New Balance's Lawrence, Mass., factory.

The goal is to create positive buzz among sneaker bloggers or "sneakerheads," as they are known. "They're vastly important for us because of the influence they have over the broader marketplace," says Taylor Duffy, integrated marketing manager for New Balance's Lifestyle. The 574 Clips sell for $75.

New Balance launched Lifestyle about two years ago. The idea, similar to Adidas' Originals line, was to recycle New Balance's older running shoes, which have become hip in certain circles, Wasserman writes.

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