New Balance Is 'Always In Beta' With New Global Brand Campaign

Global athletic brand New Balance is focusing on brand identity that goes way beyond shoes with a new global campaign, via Boston-based Arnold Worldwide. Carrying the tag "Always in Beta," the effort is intended to convey the idea that New Balance is always pushing the envelope in design and technology. The campaign features 17 athletes around the world in running, baseball, tennis, football/soccer and triathlon, including Jenny Simpson, Emma Coburn, Miguel Cabrera, Robinson Cano, and Aaron Ramsey. 

The effort centers on a TV spot launching July 6, also at, (see below) about a woman on a run — across three continents, and over rugged landscapes — who hits the proverbial wall, but powers beyond it with the help of hundreds of pro and amateur athletes, including all 17 of the New Balance-sponsored pros. 



The creative — touting global introductions for products like Vazee running footwear, and the Made for Movement apparel collection — is also timed around the launch of the brand’s inaugural football/soccer footwear line and its 4040v3 baseball shoe, per the company. In addition to TV, there are print, in-store and social activations.

New Balance says the television campaign breaks in the U.S. on July 6 on ESPN, and then on cable and network programming targeting 18- to-34-year-olds starting in September. 

Online, the campaign will extend to ESPN, YouTube, Fox Sports, Sports Illustrated, Dead Spin and Pop Sugar. The print campaign appears in running and health/fitness magazines starting in August issues including Runner’s World, Running Times, Women’s Running, Competitor, and Outside. New Balance says Arnold brought in visual effects company MPC to help make it. PGR of Boston handled media-buying and planning, while Arnold and Almighty of Boston contributed to the digital elements, per a statement.

Rob DeMartini, president and CEO of the Boston-based manufacturer, said in a statement, that the campaign highlights "our commitment to not rest on past successes, but be dedicated in our focus to continually push forward, to improve and aggressively deliver our best.”

There is an online “Beta Hub” experience at with stories featuring the brand’s athletes and product innovations.

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