New Balance is in beta mode. The company today unveiled a new brand campaign that underscores its “promise to relentlessly improve, to never stop pushing and to always strive for more.”
The Boston-based athletic firm’s marketing message — dubbed Always in Beta — centers on the brand’s intent to improve upon the products created in its 100-year-plus history.
The ad campaign “highlights our commitment to not rest on past successes, but be dedicated in our focus to continually push forward, to improve and aggressively deliver our best,” Rob DeMartini, New Balance president and CEO, said in a statement.
To build buzz, the company will air a new television commercial called “Storm,” which highlights the need to evolve and progress.
Filmed on three continents, the commercial stars a woman “who reaches her limit,” according to the statement. “Unable to keep going, she digs deep, and with the help of a few hundred athletes — both professional and amateur — she finds the motivation to push forward.
Seventeen of the company’s sponsored athletes appear in the ads. Jenny Simpson, Miguel Cabrera, Robinson Cano and Milos Raonic, among others, all make cameos.
Product also gets a close up, with the firm’s Vazee running footwear and the Made for Movement apparel collection getting prominent treatment.
Want to see more? Watch the video below.