New Balance Goes To Disney
New Balance is partnering with Walt Disney Parks and Resorts in a multi-year deal that makes New Balance official athletic shoe of the resorts, and of ESPN Wide World of Sports Complex. The deal also makes New Balance official running shoe for runDisney race weekends and the official baseball shoe of amateur baseball events at the sports complex.
New Balance will also be title sponsor of the track & field facility at the ESPN Wide World of Sports Complex, which hosts the yearly Walt Disney World Cross Country Classic and Disney’s Track & Field Spring Training for high school and collegiate teams. Future initiatives include the creation of maps for the running trails at Walt Disney World Resort and fitness programs for Disney resort guests.
New Balance, for its part, has a men’s and women’s limited edition runDisney 860v3 running shoe graced with the images of Mickey and Minnie. The shoe can only be had at the 2013 Walt Disney World Marathon Health & Fitness Expo this week, future runDisney Health & Fitness Expos, special events created jointly by New Balance and Walt Disney Parks & Resorts and at branded pop-up shops located at the ESPN Wide World of Sports Complex.
The Boston-based sports company makes its products domestically with a quarter of its products manufactured in New England, in addition to a plant in the UK. The company reported worldwide sales of $2.04 billion.
The company last year ran a global campaign, "Excellent Makers," whose central theme was people who craft things themselves, including artists, musicians, athletes, and craftsmen. The campaign also brought in basketball player Nick Swisher, hip hop artist Jay Electronica, and a London-based eco designer.
In August, the company launched a campaign via Arnold, Boston, touting its barefoot-designed Minimus Trail collection, with an outdoor theme and the tag “Connect more with Minimus,” with TV spots, digital elements and print ads.