'Shoes That Fit Like a Glove'

NEW YORK New Balance takes some liberties with the dictionary in a campaign created by Euro RSCG MVBMS Partners here that breaks on Monday. In print and in two TV spots, New Balance tells consumers that “‘N’ is for fit … ‘N’ is for performance.”

Campaign spending is estimated at $15 million.

The TV commercials, “Performance” and “Taxi,” are both filmed in a stark gray tone and feature two male runners. At the end of each ad, the running shoes are deconstructed to reveal bare running feet, with New Balance’s “N” logo emblazoned in bright colors on the side of the foot.