Nobody Runs Like Boston
New Balance has done a masterful campaign, which is in its second evolution. What do we learn from this? Like HOKA ONE ONE, Skechers, and ASICS, New Balance is focusing on grass roots running, and has come back to realize that success in the running business is all about one running shoe at a time. An engaging media campaign, with print, social and digital components, and for NB, with a highly effective outdoor component, is under stood by runners of all shapes and sizes.
It is amazing to me that some brands continue to think that core runners will just buy running product because it is there. Unless one engages runners of all ages, and provides that support to run specialty, then, good luck with getting your product past the huge amount of nothingness that is put out on the web world every day.
Runners are not lemmings. Throwing a campaign out at them for a few days seems insulting. Runners of all ages are creatures of both habit and comfort. Look at the brands that are resonating, and look at not only their product (consistently fine product or one will perish), but their messaging.
Running is not packaged goods. You are not selling shaving cream. You are selling an activity that changes lives. Reaching out to the places that runners inhabit: local running pubs, geeky running sites, events such as Boston, influence the key influencers.
I have to say, I enjoy the diversity of campaigns in Boston, from adidas, to New Balance, and all those in between.