New Balance footwear launched a multiplatform campaign to celebrate people that can make excellent things. “Excellent Makers” is a extension of their 2011 “Let’s Make Excellent Happen” that was designed to motivate and inspire active consumers to reach a new level of personal performance.
Excellent Makers feels to me like an empowering sentence like Nike‘s “Just Do It” and adidas “Impossible Is Nothing” with a highlight on the brands new 2012 collection and also craftsmen, athletes, artists and musicians.
Steve Gardner, SBU Manager for New Balance Lifestyle says “New Balance recognized that every day we all have the opportunity to make excellent happen. We hope this campaign inspires people to make Excellent happen in their own lives and in their own way. We are proud of our own heritage, commitment to craftsmanship, and how we can support and celebrate people who are following their own personal Excellent.”
The campaign launched in-store and online through social media and features 6 videos that include athletes, musicians and artists, print and a whole new section on their Facebook page. There is a “Excellent Inspired” tab where NB pays homage to shoe designs by NB fans.
The campaign was created by Arnold Worldwide of Boston.