New Balance Is Now More Than Just a Sneaker Maker

New campaign positions brand as athletics company

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New Balance wants to be known for more than its sneakers, and it has tapped 17 athletes to help make that happen. The Boston-based brand has evolved into a full-blown athletics company, it says, one that innovates and manufactures products based on athletes' needs. And that's what its new campaign from Arnold in Boston highlights, using the tech-influenced tagline "Always in Beta." 

The campaign debuts today online, in print and on social media. While centering a campaign around the idea that there's always room for improvement—especially with consumers' bodies—seems par for the course with an athletics brand. New Balance says "Always in Beta" is a more holistic look, encouraging and inspiring consumers to keep striving for more.

"As a brand, we are always pushing and always innovating," said Hilary Keates, director of global marketing and brand management at New Balance. "We represent that through [our work with] some amazing athletes and we want to help consumers push and meet their goals." 

The first spot in the campaign, "The Storm," features 17 of the brand's sponsored pro athletes from a variety of sports and nations including Jenny Simpson, Emma Coburn, Miguel Cabrera, Robinson Cano, Milos Raonic, Aaron Ramsey and Vincent Kompany, among others. 

According to Keates, much of the brand's work has been compiling data and figuring out how its products can help athletes—and consumers—meet their goals. 

"New Balance wanted to do a reset on where they stand as a brand," said Pete Johnson, ecd and managing partner in Arnold's Boston office. "They've always been a brand that shunned partnerships and endorsements, but now that they are growing at the rate at which they are growing, they've looked [at how to] be a real player in the space and the category." 


Executive Creative Directors/Managing Partners: Pete Johnson, Wade Devers

SVP Creative Director/Copywriter: Greg Almeida

SVP Creative Director/Art Director: Travis Robertson

Executive Producer: William Near

Assistant Producer: Patrick Carney

Marketing and Strategy:

Managing Director: Paul Nelson

SVP Account Director: Todd Sperry

Sr. Marketing Manager: Will Gurney

EVP Head of Planning: Milla Stolte

SVP Brand Planning Director: Andrew Butler

Brand Planner: Mike Patrick

New Balance:

Hilary Keates, Director of Global Marketing and Brand Strategy

Chris Ladd, EVP, Director of Consumer Engagement and Demand Creation

TV Production:

Production Company: RESET

Production Company Executive Producer: Dave Morrison, Jeff McDougall

Production Supervisor: Moira Hurley

Producer: Annabel Ridley

Director:  Johnny Hardstaff


Editorial Company: Cosmo Street

Post Production Producer: Anne Lai

Editor: Paul Hardcastle

Versioning Editor: Mark Potter 


VFX Company: MPC NY

Managing Director: Justin Brukman

Executive Producer: Camila De Biaggi

Senior Producer: Armand Weeresinghe

VFX Supervisor 2D: Rob Walker

VFX Supervisor 3D: Vicky Osborn

Grade: MPC

Colorist: George K


Sound Mixing: Rex Recker (Audio Engine)

Music Company: Pivot Audio

Music Composer(s): Guy Amitai, Jan Kos

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.