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Male Millennial, Gen-X Opps: New Balance launches new campaign

Athletic shoe brand VMLY&R made. "We Got Now" shows how much joy athletes can have in everyday moments, not just those in a big game. It comes as NB experiences significantly higher sales; its revenue grew by more than 30% in 2021. Sellers should contact soon to secure last-minute ad dollars.

According to iSpot, NB has spent approximately $4.8m on national TV commercials YTD, more than double the approximately $2.1m spent by this point last year. The company ended up spending approximately $9.4m on this channel last year, around 6x the approximately $1.5m spent in 2020. NB's 2022 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, The Big Bang Theory, MLB Baseball, UEFA Champions League Today and Friends.

So far this year, Pathmatics reports the company has allocated roughly $1.9m toward digital ads, down 32% from the roughly $2.8m spent within the same 2021 timeframe. NB's estimated full-year 2021 spend of $5.5m was up 53% from that of $3.6m in 2020. The company has earned around 248.1m digital impressions YTD via Instagram (48%), Facebook (22%), desktop display (14%), Twitter (11%) and mobile display (4%) ads. 

NB tends to target male sports enthusiasts. The fact that its TV spend is increasing while its digital spend drops suggest it's targeting millennials and Gen-X primarily. Per Kantar data, NB also invests in print (newspapers), radio, OOH and local broadcast. 

Agency & martech readers - Get in touch in case the company needs project-based assistance. Along with creative AOR VMLY&R, NB works with media and PR AOR bleublancrouge (media).