New Balance Adds Positive Energy to NB ZIP™ Campaign

Boston agency Almighty helps launch latest update to New Balance's newest high performance cushioning technology with "Positive Energy."

Boston, MA (PRWEB) August 22, 2007 -- New Balance announced the launch of a new campaign promoting their popular NB ZIP™ technology. Developed by Almighty (Boston), the campaign focuses on the 'Positive Energy' of the NB ZIP™ shoes, playing on an 'Energy In, Energy Out' message.

"We developed the "Positive Energy" campaign to target serious youth athletes and build momentum behind the next evolution of our NB ZIP collection that debuted this month," says Greg Pulsifer, Sr. Interactive Marketing Specialist for New Balance. "Almighty's campaign creates a multi-channel brand experience with a clear path to retail conversion through the use of engaging digital, viral, and sweepstakes components."

The campaign launched August 7th, 2007 with :30 and :15 second spots that appear across multiple platforms including targeted pre-roll, in-banner video units, in-gaming, Virgin Mobile Sugar Mama, and Google gadget and integrated sponsorships. The campaign appears across various sites such as ESPN/EXPN, Fox Sports, Facebook, You Tube, Google, AOL AIM, and Yahoo! Almighty handled all creative, media and production aspects of the campaign.

About NB ZIP™: NB ZIP™ is New Balance's responsive cushioning technology that is supported by strategically located shock-absorbing struts designed to absorb energy and quickly spring back with every step - delivering the ultimate in responsiveness from heel strike to toe off. NB ZIP™ is also engineered to be sport-specific - with struts strategically positioned for each sport, ready to provide the proper support and responsiveness for each activity. The NB ZIP™ 8507 running shoe and the 8517 training shoe is available at retail stores and on-line on August 7, 2007.

About New Balance: New Balance Athletic Shoe Company, Inc., headquartered in Boston, MA, is a leading manufacturer of technologically innovative width-sized performance footwear and athletic apparel for women, men, and children. The range of product categories includes running, walking, training, basketball, tennis, cleated and kids. New Balance employs more than 2,800 people around the globe, and in 2006 reported worldwide sales of $1.55 billion. For more information please visit http://www.newbalance.com.

About Almighty: Almighty is a multidisciplinary, media-agnostic 'sweat-lodge' for generating ideas that transcend current notions of advertising and marketing headquartered in Boston, MA. Leveraging several proprietary methods, Almighty's thinking is radically human and forthright in its ambition to further the connection between forward-thinking brands and their believers. Almighty has clients which include: New Balance, EONS, World Winner, Jay Peak Resort, The Climate Project, ESPN, The Walt Disney Corporation, and Walden Media.

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