2. WeAreTheNewbs
MIKAYLA BELSON
PR DIRECTOR
SEAN O’CONNOR
CREATIVE DIRECTOR
MICHAEL PARK
BRAND MANAGER
CHIARA MINGIONE
RESEARCH DIRECTOR
JOSH LATIN
ACCOUNT EXECUTIVE

3. NEW BALANCE IS A BRAND THAT HAS A RICH HERITAGE IN NEW
ENGLAND, WITH OVER 100 YEARS OF COMMITMENT TO QUALITY AND
EXCELLENCE AT ITS CORE.

4. 4
THE URBAN YOUTH
DEMOGRAPHIC IS A
MAJOR KEY.

5. T H E C H A L L E N G E

6. 2"NEW BALANCE DOES NOT
SPEAK TO US"

7. S I T U A T I O N
A N A L Y S I S

8. 1.
T H E C O N S U M E R
WILLING TO PAY
FOR QUALITY
PREFERS COMFORT
OVER STYLE
BABY BOOMER
GENERATION
A G E S
1 5 - 2 4
M E T R O P O L I T A N
P R E D O M I N A N T L Y
M A L E S
T R E N D S E T T E R S

9. T H E C O M P E T I T I O N

10. • GAINING TRACTION IN THE
LIFESTYLE SNEAKER MARKET
• BIG CELEBRITY ENDORSEMENTS
.
ADIDAS

11. RIHANNA IN 2015:
LAUNCH OF THE “CREEPER” AND
“FENTY” SHOE MODELS.
SUCCESS:
KERING
.
PUMA

12. N E W B A L A N C E
S W O T

13. • CUSTOMER DEMOGRAPHIC IS AGING
• ACTIVITY ONLINE AND AMONG
CULTURE
• NO “FACE” OF THE BRAND
• HIGH-QUALITY, HIGH-PERFORMANCE PRODUCT
• BRAND IS ROOTED IN HISTORY AND HERITAGE
• TECHNOLOGY AND RESEARCH LEADING TO THE
BEST PERFORMING PRODUCT
• ONLY SNEAKER COMPANY THAT CAN SAY “MADE
IN THE USA”
W E A K N E S S E S
• STRONG BRAND AWARENESS AND RECOGNITION
• NICHE FOLLOWINGS WITHIN URBAN CULTURE,
MUSIC, AND FASHION
• ROOM FOR GROWTH - NEW BALANCE IS NOT
SATURATED IN THE MARKET
O P P O R T U N I T I E S
• NEGATIVE BRAND PERCEPTION AMONG
DEMOGRAPHIC
• COMPETITORS ARE TRYING TO REACH THE
SAME DEMOGRAPHIC
• STRAYING FROM NEW BALANCE’S CORE
VALUES WHILE EXPANDING TO A YOUNGER
DEMOGRAPHIC
T H R E A T S
S T R E N G T H S

14. T A R G E T
P R O F I L E S

15. MEET JERALD
1 7 Y E A R - O L D B L A C K M A L E
L O S A N G E L E S , C A
S O C I A L M E D I A
H I P - H O P A N D S K A T E B O A R D I N G
S U P R E M E , P A L A C E , A N D B A P E

16. MEET TERRENCE
2 2 Y E A R - O L D M A L E
F R O M A T L A N T A , M O V E D T O B O S T O N
R U N S A S M A L L T - S H I R T B R A N D
D I F F E R E N T A N D S T A N D O U T F R O M
T H E C R O W D
I N T E R E S T E D I N T A R A N T I N O F I L M S
A N D J A P A N E S E S T R E E T W E A R

17. C L A S S I C
F R E S H
C O M F O R T
Q U A L I T Y
H E R I T A G E
F A S H I O N
T O N E S
L E A T H E R
U S E R T A K E A W A Y S

18. O B J E C T I V E S

19. IMPROVE NEW BALANCE SALES AND BRAND EQUITY IN
FOOT LOCKER BY 5% PER YEAR.

20. CURATE A MODERN PERSPECTIVE OF THE NEW BALANCE
BRAND TO ENGAGE URBAN YOUTH.

21. BUILD NEW BALANCE’S PRESENCE AND RELEVANCE IN THE
STREETWEAR AND FASHION SCENE.

22. GAIN PUMA’S TITLE AS NUMBER 3 IN THE SNEAKER INDUSTRY.

23. I N T E G R A T E D
M A R K E T I N G
C O M M U N I C A T I O N S
P L A N

24. C A M P A I G N T H E M E

25. OUR CAMPAIGN DOES NOT STRIVE TO
DECONSTRUCT THE NEW BALANCE
BRAND AND WHAT IT STANDS FOR.
new.
N E W B A L A N C E I T S E L F I S
N O T C H A N G I N G , B U T T H E
M E S S A G E W E ’ R E S E N D I N G
I S B R A N D N E W .

26. A D V E R T I S I N G
P L A N

27. 27

29. .
BOSTON
NEW YORK CITY
ATLANTA
LOS ANGELES
.
1. OutOfHome
BUS SHELTERS
TRAIN STATIONS
.

30. 2. DIGITAL

31. 3. Magazines

32. P R P L A N

33. S T Y L E I N F L U E N C E R S

34. Quickly create performance based.
EDITORIALS AND FEATURES IN FASHION
ORIENTED MAGAZINES, BLOGS, RETAILERS
HYPEBEAST
HIGHSNOBIETY
COMPLEX
NEW YORK TIMES T MAGAZINE
OPENING CEREMONY
BARNEYS NEW YORK
F A S H I O N
E D I T O R I A L S
& F E A T U R E S

35. S N E A K E R A N D S T R E E T W E A R B L O G S

36. @chancetherapper
1.1m followers
S O C I A L M E D I A I N F L U E N C E R S
@asvpxnvst
225k followers
@dennistodisco
71k followers
@willnichols
68k followers
@ianconnorsrevenge
546k followers
P R O D U C T S E E D I N G

37. S O C I A L M E D I A
P L A N

38. INSTAGRAM
ENHANCE THE MOMENTUM
BUILD AN AESTHETIC

39. SNAPCHAT
BRAND AMBASSADORS
CREATE A CULTURE
BEHIND THE SCENES LOOK

40. E V E N T S

41. I C E C R E A M T R U C K G I V E A W A Y
F T . A C T I O N B R O N S O N

42. N E W S N E A K E R L A U N C H
NB X ACTION BRONSON
VIA ICE CREAM TRUCK
NEW FLAVORS.
LIVE-TWEET/INSTAGRAM
FIRST 50 AT EACH LOCATION
GET A FREE PAIR OF SHOES
...SERVED UP BY ACTION.
DRIVES AROUND NYC
GIVES AWAY SNEAKERS

43. P A R T N E R S H I P S

44. GOSHA RUBCHINSKIY
ACNE STUDIOS
STONE ISLAND
PUBLIC SCHOOL
424 FAIRFAX
STAMPD
BARNEYS
OPENING CEREMONY
UNDEFEATED
SHINOLA DETROIT
FASHION
COLLABORATIONS
X

45. UP-AND-COMING DESIGNER
FAN OF NEW BALANCE
LIMITED-RELEASE COLLABORATIONS
GOSHA
RUBCHINSKIY
COLLABORATION

46. .
"IMG HELPS MARKETERS CONNECT
WITH CONSUMERS TO BUILD THEIR
BRANDING POWER."
- IMG

47. 2016 - 2017 MEDIA CALENDAR

48. BUDGET
TOTAL - $1,799,990.95

50. THANKS