With the Boston Marathon approaching, New Balance announced its “Nobody Runs Like Boston” campaign today, an effort to showcase both the brand and the city’s running heritage. A limited-edition shoe for the race is also part of the initiative.
The Boston-inspired Fresh Foam Zante style, a predominantly gray-and-blue shoe, boasts an image of the Boston skyline on the insole, with “FASTAH” on the bottom of the shoe, playing off of the city’s well-known accent.
The Zante retails for $115 and will be available starting April 6 at Boston-based retailers, including New Balance Boston, Marathon Sports, City Sports, and the New Balance booth at the John Hancock Sports & Fitness Expo. The shoe will also be available at the New Balance online store.
Attendees of the John Hancock Sports & Fitness Expo will be able to customize their New Balance purchases and create printable signs for the race and social media signs to support the runners.
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The social media element of the campaign will utilize the hashtag #OnlyBoston for people to share thoughts on why they think Boston is a great running city.
The company will also advertise via backlit bus-shelter wraps, light-pole banners and race barricades, as well as wall décor inside and outside the Prudential Center, an exterior banner and staircase ads.
“We developed this campaign to highlight the unique running heritage in Boston and to celebrate the spring running season,” said Jeff McAdams, head of global running marketing at New Balance, in a statement. “Running is at the core of what we do at New Balance, and every year we look forward to welcoming the international running community to our city.”