New Balance is in beta mode. New Balance debuted a new brand platform – Always in Beta – the brand’s “promise to relentlessly improve, to never stop pushing and to always strive for more.”
The company’s marketing message centers on the brand’s intent to improve upon the products created in its 100-year-plus history.
That theme will be played out in a new television commercial called The Storm, that follows a young woman pushing through her limits with the help of other athletes, among them tennis players Milos Raonic, Heather Watson and Nicole Gibbs.
It is New Balance’s first global campaign, “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 football, baseball, tennis and cricket. New Balance CEO Rob DeMartini said,
“It’s an effort to position our brand up against the biggest in our category in footwear, apparel and accessories and in multiple sports.”
New Balance first signed Milos Raonic in 2013. Since then, he has been the face of the New Balance’s men’s tennis push, wearing its footwear and apparel on the court. Last week, it was announced Raonic signed a lifetime contract with the company.
Raonic will star in the firm’s marketing campaigns, which include print, online and in-store initiatives. He is also expected to work with New Balance’s digital teams.
A semifinalist in 2014, Milos will wear classic white polo shirt and shorts at Wimbledon next week. His shoe of choice is the NB 996v2:
Do you think he will win the title this year?
The All England Lawn Tennis and Croquet Club:
Wimbledon guided tour – part 1
Wimbledon guided tour – part 2
Wimbledon Centre Court roof
Court 3 : a new Show Court at Wimbledon
Waiting in the Queue to Wimbledon
Wimbledon Museum: The Queue exhibition
The Wimbledon Lawn Tennis Museum: Player Memorabilia
Fashion and gear:
A trip down memory lane:
Wimbledon ‘s biggest upsets
Wimbledon memories: Mrs Blanche Bingley Hillyard
Wimbledon memories: Charlotte Cooper Sterry
Wimbledon memories: Dora Boothby
Portrait of Wimbledon champion Ann Jones
Wimbledon 1969: Laver’s getting beat by an Indian
Rod Laver – John Newcombe Wimbledon 1969
Around the grounds at Wimbledon in 1971
Wimbledon 1975: Ashe vs Connors
Bjorn Borg – Ilie Nastase Wimbledon 1976
Portrait of 5-time Wimbledon champion Bjorn Borg
Wimbledon 1976: Chris Evert defeats Evonne Goolagong
Portrait of Virginia Wade, winner in 1977
1981: First Wimbledon title for McEnroe
1982: Jimmy Connors defeats John McEnroe
1984: John McEnroe defeats Jimmy Connors
1985: Boris Becker, the man on the moon
Portrait of 3-time Wimbledon champion Boris Becker
Wimbledon 1988: An era ends as Graf beats Navratilova
Wimbledon 1988: Edberg a deserving new champion
Portrait of 2-time Wimbledon champion Stefan Edberg
Wimbledon 1991: the first Middle Sunday
1992: first Grand Slam for Andre Agassi
Andre Agassi: thanks to Wimbledon I realized my dreams
1993: Pete Sampras defeats Jim Courier
1994: Pete Sampras defeats Goran Ivanisevic
1995: Tim Henman disqualified!
1996: Richard Krajicek upsets Pete Sampras
1997: Pete Sampras defeats Cédric Pioline
2000 Wimbledon SF: Pat Rafter defeats Andre Agassi
2000 Wimbledon Final: Pete Sampras defeats Pat Rafter
2001 Wimbledon 4th round: Federer defeats Sampras
Wimbledon 2010: Rafael Nadal defeats Tomas Berdych
The Spirit of Wimbledon: a 4-part documentary by Rolex retracing Wimbledon history
Wimbledon 2014 coverage
Preview and Recaps:
Milos’ footwear of choice is the New Balance 996 French Open:
Also read: New Balance press day- SS15 collection
Follow our Roland Garros 2015 coverage on Tennis Buzz.
New Balance announced the signing of British number one player Heather Watson, recent winner at the Hobart WTA tournament.
Heather Watson’s association with New Balance comes after the 2013 signing of top-ranked men’s tennis player Milos Raonic as the brand drives to build a formidable presence in the tennis market worldwide.
Also read: New Balance press day report
On Thursday October 23rd I represented Tennis-Buzz at a press day hosted at the Hoxton Arches, London, where New Balance showcased its SS15 collections.
With soon-to-be-released sports performance and lifestyle clothing products on show, together with an extensive new footwear collection, I was of course particularly keen to get a sneak peek of the latest tennis gear to be worn by Milos Raonic and Nicole Gibbs (amongst others) for the 2015 season.
Stealing the show was the MC (men’s collection) and WC (women’s collection) 996v2 footwear; The shoes were equipped with PROBANK, NDURE and REVLOTE technologies to enable athletes to remain light on their feet without sacrificing durability or support for grueling matches. This easy-on-the-eye product was my favourite item in the new collection.
Other stand-out, and more traditional looking footwear included the MC896v1 and MC696v2.
I was also able to take a look at the New Balance kit to be worn by Nicole Gibbs at the smart 2015 Australian and French Open’s (no word on what Milos will be wearing as yet).
All in all it was a fun event, with plenty of new products across New Balance’s range of categories such as cricket, running and of course tennis. And one thing is for sure, regardless of how New Balance tennis athletes perform next year, they’ll certainly look the part.
Thanks to Gung Ho and New Balance for the invite!