The loneliness of the long distance runner doesn't have to be. At least according to running gear-maker New Balance. The company has launched a new global campaign, "Runnovation", via Arnold Worldwide that talks about running innovations, one of which is the idea that the sport can be a social affair where people of all stripes -- not just the lonely pros -- get together and hit the road.
The effort, using real people, comprises print and digital advertising, viral video, online interactive content, in-store and event consumer experiences, per the company. The campaign hit in limited fashion early this month with a print ad in the August issue of Runner’s World.
There are three story lines, one around grassroots running with a social and participatory theme. That one focuses on a group called The November Project; the second is about Team New Balance Athlete Anton Krupicka, two-time winner of the Leadville 100 Race; the third more expected idea of innovative around technology, in this case around New Balance product and design at the company's Innovation Studio in Lawrence, Mass.
Promoted in the campaign are New Balance footwear and apparel products launching this fall. Among them are Tri-Viz, a colletion of gear meant to make runners visible in dusk and dawn, or any other situation where light is scarce; and the lastest 880v3 shoe which, per the company, is sold exclusively at specialty running shops.
New Balance says the campaign, running in print and digital in Men’s Health, Women’s Health, Men’s Journal, Outside, Running Times, Women’s Running, Competitor and New England Runner magazines is augmented by online videos that launched last week on www.newbalance.com and the New Balance YouTube channel. The videos include superimposed promotional content explaining what products are featured in the videos. Those overlays link back to the brand’s online retail store, per the company.
Point of purchase includes “Runnovation” social media content in store windows listing upcoming local races and fun runs. The company is also using sponsorship of a roster of events including the "New Balance Falmouth Road Race," and "Disney Wine and Dine Half."