Rediffusion DY&R wins sportswear brand New Balance

Following a multi-agency pitch, Rediffusion DY&R has bagged the advertising duties for New Balance, the world’s fourth largest sportswear brand. New Balance is currently looking at expanding its base in India. The company plans to spend around Rs 3 crore on advertising.

BD Nathani, director, sales and marketing, New Balance, Royal Sporting House, says, “For the communication strategy, we will base ourselves on the platform of being the world’s Number 1 walking and running shoes.”

Nathani adds, “New Balance, while celebrating the completion of 100 years of the oldest sports brand, sees India and China as a priority market and has huge expansion plans up its sleeve.”

New Balance shoes are currently available at exclusive stores in the Indian metros, but now, the company plans to get aggressive with a full-fledged marketing strategy and a wider distribution network.

Nathani informs agencyfaqs! that the running and walking shoes category is the biggest among sports shoes in India, with a market share of 42 per cent. That’s why New Balance sees huge potential in this segment.

Santosh Sood, COO, regions, Rediffusion DY&R, says, “We are not in a position to divulge the strategy, but the brand is truly exciting to work on. It is a well performing fitness shoe and less of a fashion accessory. This is something that the communication will definitely explore. ”

Nathani reveals that print will be the main media vehicle, though the company also plans to use outdoor and various events such as sponsoring marathons and races to promote the brand. When asked about the television media, Nathani says that some of its international ads might be used during peak seasons.

For the record, New Balance adheres to a unique set of philosophies. The focus is on function over fashion.

© 2006 agencyfaqs!