New Balance Keep running

Controversial ....... (Claire)

Tado for Gola

 This spring/summer Gola have launched a line of trainers and bags with designs from the two artist and illustrators from the company Tado. Originally, From the designs and the name I presumed that they were a Japanese company. But I looked them up and they're based in Sheffield, which works well as Gola is a very British brand.

I was looking at the history too of Gola and they seem a little similar to New Balance. Just over 100 years old and their early focus was very much on sport and performance. But now their focus is on British heritage. Also, as they are not very mainstream they might be able to fall into the same target audience as new balance. Either a bit of an older audience or someone who is not highly brand lead.

(Lucy) 

Toning New Balance Trainers

 I went to my aunties the other day and she was telling me about her 'amazing' new trainers that she got. She's been walking to work in every day for the past few weeks, and she claims that these trainers have made her loose 4cm of each of her legs and 2inches off her waist (so she says anyway). Me and my mom were quizzing her about how they've done this and when she goes to get them she comes back with these New Balance trainers. 

Not the most attractive of trainers have to admit, but not any worse or better than the reebok ones that claim to do a similar thing. I'm not sure if they are in the lifestyle range because my auntie said that she it came with a little book that said you can't run or do any exercise in them. Just for walking. She said they improve posture which helps you tone as you walk and that they were really comfy. Might be something to target as reeboks were so successful, although the campaign might be more successful than the actual trainers. 

But got to admit, their campaign definitely raised a good amount of awareness to re-establish their brand.

(Lucy)

Here's to the After Hours Athlete!

Well, in terms of attracting a younger consumer group, Puma have got it with their most recent campaign...

Although a well established brand, Puma has certainly put their creativity to the forefront of their brand; we first caught sight of it whilst in Berlin at the Bread and Butter show, at the Puma stand with (literally) an ice bar offering an almost underground social club with 'after hours activities' that you could take part in with a pint at hand. 

Things such as darts, pool, ping pong and table football have allowed for a more social approach to 'sports' (if that's what you want to call it) but still, it has opened up a brilliant campaign for the (as Michael would say) Sneaker Heads and Fashionistas..even Early Adopters, pushing further, Trend Followers. It is something alot of people can get involved, even if you're not a sporty person, this offers an alternative product lifestyle. It quite cunningly celebrates social activities creating a twist on a new sport.

DAMN you Puma for such a campaign.

(Sophie)

One Day Without Shoes

LOVE the idea of this campaign...

(Sophie)

TOMS Campaign

Starting to think about 'innovative campaign' ideas, a recent campaign which has taken my eye has been TOMs footwear campaign called 'One for One'. 
For every pair of TOMs shoes bought, a pair of shoes will be given to a child in need. 
This video pretty much sums up the concept...although it says its a holiday project it's still going on.

The TOMs blog is a good example of a decent blog too! 

 http://www.tomsshoes.co.uk/blog/

(Sophie)

The future of advertising

Branded entertainment should be…subtle, unforced, un-messaged…the future of communications lies in advertising that doesn’t look like advertising. What springs in mind is a paper faris yakob posted on his blog some months ago, and it goes like this : “The more emotions dominate over rational messaging, the bigger the business effects. The most effective advertising of all are those with little or no rational content.”

http://brandtelling.wordpress.com/

(Claire)

Previous innovative advertising

Ever wake up and instantly know that today is going to be unlike any other? The 365 short films about balance we've made for New Balance double as a daily alarm clock app, making every day unique from the get-go.

(Claire)

YOROPIKO and New Balance

It is suggested that the New Balance and Yoropiko is one of the major collaborations of the year.

The story behind this amazing collaboration goes back to the 2006 Tokyo Design Week, when the famous HK Artist, Mr Eric Kot, introduced Martin Yatming to Mr Kubota of New Balance, Japan. The guys got talking and their mutual love of fashion and design quickly gave rise to the New Balance x Yoropiko Hungry Dragon 574 Project.

This is a true collector’s piece and is limited to 1 set for each of the following major Asian and Australian cities: HK, Tokyo, Korea, Shanshi, Taiwan, Singapore and Sydney (Australia). Each has 10 colour-ways and each set also has complimenting denim jackets and ridiculously lavish jeans! The price starts at a jaw-dropping US$2,300 and the highest bidder in each country gets the kudos of own this unique piece of fashion history-in-the-making! What’s more, no two cities will have the same colour-ways; every set is unique.
As a charitable gesture, Martin Yatming will be auctioning a few pieces from the collection of Ebay. Keep your eyes peeled for more news on this one!

(Claire)

New Balance and J.Crew collaboration

Not two brands that I would particularlly assoicate with each other but J.Crew teamed up with New Balance in 2010. The retailer collaborated with New Balance on a special edition of New Balance 1400 sneaker.

The iconic trainers were available in two never-before-seen colors – navy and moss-green suede – chosen by the shoemaker and Frank Muytjens, J.Crew's head of men's design.

(Claire)

Design your own

In August 2010 New Balance collaborated with bloggers at Project 4000 for people to design their own template for a pair of NB trainers.

 (Sophie)

Colette Paris & La-MJC Collaboration

Found a pretty recent collaboration that New Balance have done in France. Basically They've teamed up with La-MJC which I think are street artists/creatives (but do loads of collaborations with other companies to have a look at La -MJC Link). They seem really cool.

On the 18th Dec 2010 launched a small range of NB trainers to be sold in the Parisian Boutique Colette. Which is really well known for trend prediction and individual styles etc.
But the trainers will only be sold in that shop. It's the type of boutique that gets lots of tourists and stuff, so a bit of a place to go. Thinking is there anywhere in the UK that is like that?

(Lucy)

New Balance+Fish=ST33

Ok another video, but this is really interesting in terms of another theme for New Balance trainers!

Collaboration with Drew Nyssen who designed these trainers which resemble fish!

Particularly like the scales and the orange trainer which is the 'clown fish'.

Cool VM has allowed for the trainers to be placed into fish tanks and also in ice as if on a fish counter!

(Sophie)

Feral Creation!

Yup, another video post from me..but this ad looks mint aswell as the launch photos. 
Basically, New Balance Feral Creation Collection, launched in 2009 is a pack of four NB 999 sneakers designed by Leftfoot and Mita Sneakers. Media from all over the Asian region gathered at the trendy Helipad rooftop lounge to witness the unveiling of the latest New Balance Project in the region that – for the first time ever – brought together two of the leading sneaker retailers from Singapore and Japan to work on a pack of shoes.
The artwork looks amaizng too which was provided by Sneakerwolf from Japan and Singapore's Phunk Studio. 


Check out more photos and press coverage at..http://www.sneakerfreaker.com/articles/New-Balance-Feral-Creation-Party/

Above is the official video..need to find out who did the music was to this-pretty intense

VM and the props of animals were quite querky but cool. Photos taken from the above link.

(Sophie)

Love/Hate

Sorry for it to be another advert but I somehow can't stop looking at the commercials of New Balance...
In this ad, it's interesting how they have created a literal sense of a relationship between running and the person, implying that New Balance trainers will help support your relationship between you and running. 
Running is something that I suppose alot of people need to have the drive to do on a regular basis and with a comfortable and correctly fitting trainer would definitely make all the difference...

(Sophie)

Another interesting ad...

Although I wouldn't have thought that New Balance would encompass a strange humour for advertisement..it must work somehow!

(Sophie)

Advert

At the end of the commerical, it depicts all the different elements that makes a New Balance trainers that was a possibility for an idea for our project..however, at the end, we can see it's already been done! With all the different parts of the trainer coming together to create the final look.
Hmm..Maybe need to think more outside the box?...

(Sophie)

'The Trail'

A promo video celebrating trail and mountain runners using the New Balance trainers. Lovely backdrops of wilderness and portraying the running trainers in a different scenery as opposed to a running track.

(Sophie)

NB Geek

" I only knew NB as a geeky sneaker brand that lonely computer programmers wore. But then I noticed other people around me wearing NBs in some pretty impressive colours and shapes and little by little I started buying more, mainly to match my clothes. " (NEKTARIOS LIOLIOS, FEB 2011)

http://www.sneakerfreaker.com/articles/Nektarious-Liolios---New-Balance-Nutter/ 

^^  Interview with New Balance Collector ^^ 

(Lucy)

soleheaven.com - Sneaker Lounge/Newcastle

http://vimeo.com/17378757



Video about 'Sneaker Lounge', a boutique in Newcastle selling limited trainers. Talks about the demand for limited edition trainers and male shopping.


(Lucy)

The Satorialist

An interesting video about one of the most iconic bloggers, Scott Shumann aka..The Satorialist

(Sophie)

http://www.newbalancelive.com/2010/08/my_lifestyle/new-balance-presents-germanys-hottest-sneaker-blogs/

sneakerized.com