New Balance pickss MJ Media for footwear launch

Leading manufacture of running shoes and sportswear New Balance has appointed MJ Media as their media planning and buying agency.

New Balance, which is renowned worldwide for its running shoes, has appointed MJ Media to help launch its new 'NB Zip' footwear range.

The launch is aimed at a younger non-core running audience and will be exclusively distributed through JD Sports.

The GBP250,000 campaign will launch with a national outdoor campaign, comprising of six-sheets, escalator panels on the London Underground and Street Broadcasts' new digital Street Live format.

The campaign starts from mid-August running through the summer.

This is the first major advertising campaign for New Balance in 2007.

Account Director at MJ Media, Paul O'Grady, said of the win: "The agency's experience and knowledge of the youth market has really helped New Balance understand and target a sector which in the past has not been core to them.

"We are very excited helping them develop into new markets and build upon their excellent reputation as one of the best manufactures of running shoes".

Stuart Howarth, UK Marketing Manager for New Balance, said of the appointment: "This is a key launch for New Balance in 2007, which forms an integral part of a wider Global NB Zip launch programme.

"We are very happy to be working with MJ Media; they have been able offer New Balance an insight into a consumer not usually associated with the brand, ensuring a successful launch can be achieved".

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