Raonic stars in New Balance commercial

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.”

Also read:
Milos Raonic Wimbledon outfit
New Balance signs Heather Watson
New Balance press day: SS15 collection

New Balance 2015 collection

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.

New Balance 2015 collection

Other stand-out, and more traditional looking footwear included the MC896v1 and MC696v2.

Nicole Gibbs New Balance Australian Open outfit

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).

Nicole Gibbs New Balance French Open outfit

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.

By Andreas Plastiras

Thanks to Gung Ho and New Balance for the invite!