The inclusion of Shohei Ohtani, a rising star in the MLB and the newest member of the New Balance family, in the latest installment of the ‘We Got Now’ campaign is a strategic move by the brand to appeal to sports enthusiasts and expand its reach in the athletic footwear market.
By showcasing Ohtani and other athletes throughout the year, New Balance is positioning itself as a brand that celebrates those who are bold enough to embrace the present and the possibility of the now, appealing to consumers who value confidence and individuality. This campaign launch in Japan and around the opening of Major League Baseball in North America also shows New Balance's intention to compete with other established athletic brands in these markets.
Ultimately, the campaign is a smart move by New Balance to differentiate itself and attract consumers who are looking for a brand that celebrates individuality and boldness.
Bold Sports Apparel Campaigns
New Balance Unveils 'We Got Now' Campaign Featuring Shohei Ohtani
Trend Themes
1. Athlete-driven Campaigns - More brands will feature prominent athletes in their advertising campaigns to attract sports enthusiasts and expand their reach.
2. Celebrating Individuality - Brands will position themselves as a celebration of those who embrace boldness and individuality to appeal to consumers who value confidence.
3. Global Campaign Launches - Launching campaigns in multiple countries around major sports events showcases a brand's intention to compete with established athletic brands in those markets.
Industry Implications
1. Fashion & Apparel - Fashion and apparel brands will continue to incorporate athlete-driven campaigns to expand their reach in the athletic footwear market.
2. Sports Equipment - Established sports equipment brands will need to position themselves as a celebration of individuality to compete with up-and-coming brands in the market.
3. Advertising & Marketing - Global campaign launches at strategic times around major sports events will become an increasingly important marketing tactic for brands looking to expand their reach.