NewBalance: Putting Fitness First
For one minute try to imagine you were tasked with turning NewBalance into the ultimate sports brand for people that take fitness very seriously.
Which niche websites and magazines would you use? Would you advertise around running tracks? Sponsor something?
From what we have seen in other markets, this is unlikely to fundamentally change brand perceptions amongst an opinionated group of fitness-nuts as it would always be received as another advertising message.
Research told us that what a personal trainer wears disproportionately lifts the perceived credibility of that brand.
So we tasked ourselves...