It’s been a newsy few days for athletic brands with Phil Knight relinquishing Nike’s chairman role, Reebok partnering with the UFC, Adidas trumpeting its Parley for the Oceans-inspired sustainability efforts and Under Armour-sponsored Misty Copeland becoming the American Ballet Theatre’s first African-American principal dancer. Not to miss out on the media squall, New Balance has unveiled a new commercial coincidentally titled, “The Storm.”
The spot is part of the brand’s new Always in Beta platform, which is meant to underscore its efforts to develop ever-improving products and to rally athletes to achieve and reset their goals. The Arnold Worldwide-made commercial launches Monday on ESPN and is aimed at Millennials.
Filmed on three continents over four weeks, the ad centers on a fading runner who gets a second wind thanks to hundreds of athletes, including 17 New Balance-sponsored professionals. Runners Jenny Simpson and Emma Coburn, Major League Baseball’s Miguel Cabrera and Robinson Cano, tennis ace Milos Raonic, soccer stars Aaron Ramsey and Vincent Kompany and triathlete Sebastian Kienle are some of the on-air talent.
New Balance has also created an online “Beta Hub” on its site to encourage consumers to look up stories featuring the brand’s athletes and product innovations. There will also be in-store, digital and print advertising that will highlight Vazee running footwear, the Made For Movement apparel collection, the brand’s first soccer footwear line and its 4040v3 baseball shoe. Almighty of Boston handled the digital elements.
In the past five years, New Balance has nearly doubled its sales globally to $3.3 billion, sponsored high-caliber athletes around the world, and entered the global football market. Rob DeMartini, president and chief executive officer of New Balance, said Always in Beta “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.”