New Balance Athletic Shoe, Inc.: New Balance Thunderstorm, Stairs campaign

Kathy Peacock

Founded in 1906, the Boston-based company New Balance Athletic Shoe, Inc., had become the third-largest manufacturer of athletic shoes in the United States by 2003.

New Balance Athletic Shoe, Inc.: New Balance Thunderstorm, Stairs campaign

Kathy Peacock

OVERVIEW

Founded in 1906, the Boston-based company New Balance Athletic Shoe, Inc., had become the third-largest manufacturer of athletic shoes in the United States by 2003. Long catering to the serious athlete, New Balance prided itself on creating a quality product in a wide range of specialty sizes—a rarity in the athletic-footwear world. In 2002 New Balance launched two television commercials: "Thunderstorm" and "Stairs." Running under the larger, long-running "Achieve New Balance" umbrella campaign, both spots focused on products for female ath-letes—the former on women's running shoes and...

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