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New Balance ups game with new ad campaign

New Balance is upping its game. The sneaker maker is launching its biggest global advertising campaign in its 100 year history, dubbed "Always in Beta." This move comes as the company looks for new ways to go head to head with bigger players in the industry, such as Nike (NKE) and Adidas.

 

“It’s an effort to position our brand up against the biggest in our category in footwear, apparel and accessories and in multiple sports,” New Balance's Chief Executive told Bloomberg.

The company made $3.3 billion in revenue in 2014 and is expected to close in on the $4 billion mark this year.

New Balance, known mostly for its running shoes, has been expanding its reach to other sports, such as soccer, baseball, tennis and even cricket.

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The new ad blitz kicks off today and will include TV spots in 70 countries. It will also feature 17 athletes from a variety of sports around the globe, including Jenny Simpson, Emma Coburn, Miguel Cabrera, Robinson Cano, Milos Raonic, Aaron Ramsey, Vincent Kompany and Sebastian Kienle, among others. The campaign will also make a major push into social media and print in an effort to appeal more to the Millennial crowd.

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"At New Balance, we know the meaning of always pushing forward because we are always working to innovate our products and initiatives that serve and inspire our global athletes,” says Hilary Keates, Director, Global Marketing and Brand Management. “This is the mindset we share with our athletes and that is reflected in our Always in Beta platform.”

Yahoo Finance's Aaron Task says New Balance is trying to position itself as both a global athletic and fashion brand.

"I think what's happening is that athleticism and athletic apparel is fashion right now. So maybe New Balance is trying to say, 'Hey, we know we have the utility that you want, but also we have the fashion that you need as well,' Task notes. 

The company did not say how much it was spending on the ad campaign.