New Balance lance sa nouvelle plateforme de marque, Always in Beta

New Balance, équipementier américain, a dévoilé sa nouvelle plateforme de marque, Always In Beta, un claim et une signature qui illustre la philosophie et la mission de la marque de « constamment améliorer et s’améliorer et d’aider les athlètes à se dépasser et à en vouloir plus ».

Pour illustrer ce point de vue, New Balance a diffusé un spot de 70 secondes, intitulé « The Storm » qui montre pour la première fois la totalité des sports où la marque est présente et des athlètes professionnels sous contrat. On y retrouve donc Samir Nasri, Aaron Ramsey, Vincent Kompany, Adnan Januzaj pour le football, Robinson Cano, Jose Bautista pour le baseball, ou encore Milos Raonic pour le tennis.

https://www.youtube.com/watch?v=afe066z643s

Capture d’écran 2015-07-01 à 18.40.37

Outre les effets spéciaux et le coté « waou » de ce spot, on apprécie aussi les efforts de la marque dans la création de versions plus courtes, centrées sur un sport en particulier, permettant de mettre en avant l’athlète mais aussi les produits New Balance. Ci-dessous les versions football et tennis.

https://www.youtube.com/watch?v=1HedVeLsIbg

new-balance-ramsey

https://www.youtube.com/watch?v=EHM2DiJEDoY

Ce spot publicitaire, lancé dans plus de 70 pays (une première en 4 ans), est accompagné d’un hub digital, un « Beta Hub », accessible sur http://www.newbalance.com/always-in-beta/ et qui propose aux visiteurs de plonger dans la marque avec notamment des contenus autour des athlètes comme Emma Coburn ou Milos Raonic, de revoir le spot New Balance Football ou encore de défier certains athlètes sur 800m, 1 500m et 3 000 mètres steeple.

Cette campagne est donc l’occasion pour New Balance pour s’affirmer comme une véritable marque de sport et non plus une marque de sneakers. Et pour devenir une marque de sport, New Balance s’inspire fortement du modèle de Nike puisque la marque, dixit Hilary Keats, Director of Global Marketing and Brand Management, a compilé énormément de données et d’informations pour comprendre comment les produits New Balance pouvaient et allaient au final améliorer la performance de leurs athlètes.

Avec un chiffre d’affaires de 3.3 milliards de dollars mais une croissance plus forte que celle de Nike (15% vs 10% pour Nike en moyenne sur les 5 dernières années), numéro 1 contesté de l’industrie de l’équipement de sport, New Balance semble vouloir mettre les bouchées doubles pour devenir un numéro 3 fort et crédible et voler la vedette à Under Armour.

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