Friday, March 18, 2011

Perfectly "Balanced" in Pink

For the last 21 years, New Balance has partnered with Susan G. Komen for the Cure in the fight against breast cancer.
  • Sponsor of the 3-Day for the Cure for the 6th year in a row
  • Series sponsor for Race for the Cure since 1991
  • Created official shoes for each of the events
  • Lace Up for the Cure Collection
Newbalance Back
Retrieved from http://www.newbalance.com/komen/#/breast-health-info
    Through their partnership with Susan G. Komen for the Cure, New Balance has been able to help bring attention to not only themselves but bring attention to their products as well. Their website describes the type of shoe needed for each event and displays the Lace Up for the Cure Collection which features shoes, accessories, and apparel. One of the sections provides consumers the opportunity to personalize a pair of shoes to show tribute to those fighting cancer.

    In connection to their For the Cure partnership, New Balance has also partnered with Exercise TV to create "Pink Ribbon Workouts". Designed to help participants get into shape before their respective races as well as inform people about breast cancer.

    This extensive and long-term partnership has provided New Balance to, in essence, kill two birds with one stone. They are putting their brand out their and generating additional profits, all the while creating a great deal of publicity.

    -Kelsey
    Posted by Jessica, John, Kelsey at 9:03 PM

    2 comments:

    1. SvenMarch 25, 2011 at 3:24 PM

      Interesting! Do you know if there are other running shoe manufacturers who have a similar campaign where they support a good cause? Or is this a unique approach by New Balance?

      ReplyDelete
    2. KelseyMarch 27, 2011 at 6:25 PM

      I can't think of any other companies off the top of my head, but keep watch in the upcoming weeks as we look at other companies in the industry. New Balance definately seems to have used this partnership as a unique approach; the partnership has become a foundation and New Balance has built promotions and products around it.

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