Subject: first global campaign
Author: ysherryroberts
Posted on: 05/16/2016 08:16:44 AM
New Balance is planning an New Balance 1400 Cheap UK Shop advertising blitz thats twice as big as any in its 109-year history, taking aim directly at Nike Inc. On Wednesday, the sneaker company will begin its first global campaign, including television spots throughout the U. S. and other large markets -- an attempt to become a truly international, multisport athletic brand like its rival with the Swoosh. While long known for running shoes and casual footwear, New Balance has recently branched out into soccer, baseball, tennis and cricket.
Its an effort to position our brand up against the biggest in our category in footwear, apparel New Balance 1550 Online Store and accessories and in multiple sports, said Rob DeMartini, whos been chief executive officer of New Balance Athletic Shoe Inc. since 2007. The closely held company wants to boost its annual sales growth, which averaged 15 percent over the past five years. Revenue reached $3. 3 billion in 2014 New Balance 2016 Clearance and will approach $4 billion this year, DeMartini said. That means its already growing faster than Nike, the worlds largest sporting-goods maker. That level of revenue would also put it above Under Armour Inc., a company more often cited as Nikes biggest threat.
Even with that growth, Boston-based New Balance realized it was headed down a risky path of becoming too associated with fashion. While many companies dream of turning into a lifestyle brand, being trendy can be fleeting, DeMartini said. Thats why New Balance needs to solidify itself as an athletic brand based Sneakers New Balance ML2016 Deep Red Leather Trainers around performance products, he said. In the lifestyle business, there is a cycle to it, DeMartini said. Sometimes youre in, and sometimes youre out. New Balance also is heavily reliant on running shoes, something its looking to change. Its a huge category in the U. S. but not as big overseas. In February, New Balance branched out into soccer by signing endorsement deals with 10 players, including Vincent Kompany of Manchester City, and one of the worlds most popular clubs in Liverpool. The company declined to say how much its spending on the marketing effort.
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