New Balance announced its “Nobody Runs Like Boston.” campaign that is dedicated to its hometown city. The campaign highlights the brand’s unique running heritage that is synonymous with the city. The campaign features Boston themed limited edition footwear and apparel, out-of-home advertising and social media elements designed to engage and inspire.
“Every April we are thrilled to create a campaign that celebrates our city and the sport of running,” said Jeff McAdams, head of global running marketing at New Balance. “We developed this campaign to highlight the unique running heritage in Boston and to celebrate the spring running season. Running is at the core of what we do at New Balance and every year we look forward to welcoming the international running community to our city.”
The focus of the New Balance campaign this year points out that “Nobody Runs Like Boston.” and aims to show the distinct attributes of the brand’s hometown. Additional taglines that draw attention to Boston’s running heritage are “Only Boston Makes You Train With Three Feet.”, “Only in Boston Do A Million People Take The Day Off So 30,000 Can Work.” and “Only Boston’s Doubleheader Includes A Marathon.”. New Balance’s social campaign encourages consumers to share why they think Boston is an iconic running city by using the hashtag #OnlyBoston.
New Balance is offering a limited edition version of the award-winning Fresh Foam Zante that is inspired by Boston and its unparalleled love for running. The Limited Edition Fresh Foam Zante Boston pays homage to the city with features such as the Boston skyline in the shoe’s insole and the word “FASTAH” emblazoned on the sole, with the infamous Boston accent making it the quintessential performance choice for runners. This next generation of Fresh Foam fits like a glove while providing a snappy, yet incredibly smooth heel to toe transition, helping runners feel fast no matter what pace. The Limited Edition Fresh Foam Zante Boston retails for $115.00 and is available at select Boston-based retailers including New Balance Boston, Marathon Sports, City Sports, the New Balance booth at the John Hancock Sports & Fitness Expo, and online at www.newbalance.com.
New Balance is launching its out-of-home Boston takeover with exterior back lit bus shelter wraps, in-race media including light pole banners, MBTA-station dominations and race barricades. For the second year, the New Balance campaign will be featured at the Prudential Center through multiple interior wallscapes, an exterior banner and staircase advertisements that draw attention to the tough and dedicated runners who flock to Boston’s streets every year.
Visitors to the New Balance booth at the John Hancock Sports & Fitness Expo will be able to customize their purchases and print out support signs for their friends and family to cheer them on as they run the streets of Boston. Runners can also share the custom support signs via social media, enabling them to share the words of encouragement with their social networks.
New Balance branded initiatives with Boston-based brands the Lenox Hotel, boloco, Thinking Cup, Harpoon Brewery and Roxy’s Grilled Cheese help round out the campaign. Leading up to the launch of this campaign New Balance also worked with run specialty retailer, Marathon Sports for the “Last Long Run” in late March where they provided one-way transportation to Route 135 in Ashland while offering bag check and fuel along the route to Boylston Street.
The “Nobody Runs Like Boston.” campaign was developed by Nail Communications of Providence, RI who began working with New Balance in 2014.
