Blog: New Balance ads tip the scales

Joe Ayling | 22 February 2010

Sports brand New Balance has migrated into the field of short films through its latest online marketing.

The company announced today it is posting a short film each day asking consumers to think about "the balance", starting with today's clip.

The project, in collaboration with Swedish film director Jesper Koothoofd, will undoubtedly speak volumes to fans of the brand.

However, it raises the question of where the line is drawn between branded short film and advert, especially when the film is followed with "retail availability" and "detailed purchase information".

'Tilting the balance' is hands down the best marketing ploy in this case though.

Joe Ayling, news editor.


BLOG

China still dominates apparel sourcing

The latest full-year data on US apparel import trends for 2017 suggests China will remain the dominant sourcing region for some time to come....

BLOG

Retail's rapid transformation requires "platform thinking"

There’s no doubt the retail industry is undergoing rapid transformation as technology continues to reshape how retailers think about their supply chains and meeting their customers’ needs. But to posi...

BLOG

NAFTA trade talks inch forward

Negotiators are meeting this week for the sixth round of NAFTA trade talks – and as soon as this deal has been repackaged, the spotlight could turn to the US free trade agreement with Central America....

BLOG

How can apparel firms stay competitive into the future?

Continuing with the publication of our Outlook 2018 reports last week, we looked at what apparel firms should be doing now if they want to remain competitive into the future....

just-style homepage



Forgot your password?