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New Balance Ups Ad Spend;, Wants Young Consumers

New Balance has been an anomaly in the sneaker world for years, spending little on marketing in a business dominated by splashy TV campaigns starring big-time athlete endorsers. Now, with the country teetering on the brink of a recession, it is doubling its marketing budget in hopes of winning over more young consumers.

The first evidence will come next week, with a new brand campaign kicking off during the NCAA basketball tournament. Focusing on the company's sweet spot--running--the television, print and online ads use the tagline: "Love/Hate. This is the New Balance." It riffs on the idea that most runners have a rocky relationship with the sport; sometimes it's good, but there are rough patches too, including breakups.

The new focus on advertising, combined with better product development, is part of an aggressive plan by New Balance to triple its revenue to $3 billion by 2012. It's a mix that DeMartini says he has used repeatedly during his long tenure working for brands like Gillette and Pringles.

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