New Balance Launched a Campaign Marking Its NBA Partnership
Daniel Johnson — March 3, 2020 — Marketing
References: newbalance.newsmarket & marketingdive
New Balance is marking its NBA partnership by launching a new ad campaign, titled 'WE Got Now.' The NBA partnership will last for multiple years, as it has been named the global marketing partner of the league. The ad campaign features Kawhi Leonard, as well as Sadio Mané, Coco Gauff, Sydney McLaughlin, and Jaden Smith.
The first part of the campaign, featuring Kawhi Leonard, aired during an NBA game between the LA Clippers and the Denver Nuggets on February 28th.
The campaign showcases athletes and celebrities and relies on name recognition. Additionally, the New Balance Cp of global marketing, Chris Davis, spoke about the campaign, "This relationship ingrains New Balance into the NBA's global presence, a fandom and culture that transcends sport and is significantly larger than the game of basketball."
Image Credit: Courtesy of New Balance
The first part of the campaign, featuring Kawhi Leonard, aired during an NBA game between the LA Clippers and the Denver Nuggets on February 28th.
The campaign showcases athletes and celebrities and relies on name recognition. Additionally, the New Balance Cp of global marketing, Chris Davis, spoke about the campaign, "This relationship ingrains New Balance into the NBA's global presence, a fandom and culture that transcends sport and is significantly larger than the game of basketball."
Image Credit: Courtesy of New Balance
Trend Themes
1. Celebrity Endorsement - Opportunity for brands to leverage the popularity and influence of athletes and celebrities in ad campaigns.
2. Sports Marketing - Increasing use of partnerships between brands and sports leagues/teams to reach a wider audience and enhance brand visibility.
3. Global Partnerships - Growing trend of brands establishing global partnerships to expand their reach and tap into international markets.
Industry Implications
1. Sportswear - Disruptive innovation opportunity: Create innovative sportswear lines endorsed by popular athletes to attract customers and differentiate from competitors.
2. Advertising - Disruptive innovation opportunity: Develop creative advertising campaigns that feature celebrities and athletes to maximize brand exposure and engagement.
3. Entertainment - Disruptive innovation opportunity: Collaborate with sports leagues/teams to create engaging entertainment content that merges sports and celebrity culture, attracting a wider audience.
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