ZEN: February 2011

Sunday 27 February 2011

Primary Research - Nottingham City Centre

Stores visited: Footlocker, Footasylum, JD Sports, and Schuh.
(Schuh was the only store that currently stock any NB lifestyle shoes, and JD Sports had a limited collection of sports running/performance NB trainers)
Photographs were taken of window displays, merchandising in store, layout and shoe displays, as well as New Balance and competitors products. Notes taken by Elle.

All photographs taken at: http://www.facebook.com/album.php?aid=615517&id=881010061
(Private Facebook photo album - only our team can view the images)

Z.B

Friday 25 February 2011

New Balance's 'Trackster' Trainer

The 'Trackster' Trainer introduced in 1961 for running. It focused on the performance and mould of the foot when running etc. This was extremely successful and was very popular when it came out due to its focus on sports and not just as a sneaker. Highlights how NB trainers are accredited as performance trainers and best for wearing during sports not as a fashion accessory.

E.C

Unorthodox Styles: NB Model Leaders

Leading models according to Unorthodox Styles - ' Sneakers: The Complete Collector's Guide'. All of which are listed were designed for specifically running which is NB's aim.

NB 030 - introduced in 1982
NB 996 - introduced in 1987
NB 574 -introduced in 1988
NB 576 - introduced in 1988
NB 577 - introduced in 1989
NB 580 - introduced in 2000

(Models pictured: 574 & 580)

E.C

Thursday 24 February 2011

Feb 2011 - NB launch "Change The Game" ad campaign

Link to the NB press release on the new campaign:
http://www.newbalance.com/public-relations/library/2011/new-balance-launches-change-the-game-baseball-campaign-featuring-dustin-pedroia-and-ubaldo-jimenez//

Dustin Pedroia Advert:

Ubaldo Jimenez Advert:

Z.B

Love Hate NB Campaign

Links to a couple of articles explaining New Balances "LOVE/hate. This is New Balance" ad campaign:

http://www.boston.com/business/ticker/2008/03/new_balance_tri.html
http://www.boston.com/business/ticker/2009/03/new_balance_rea.html

The theme seems to be targeting the fact that "running makes someone a better athlete, yet many young athletes have a love-hate relationship with running", so targeting this younger demographic.

Z.B

Levi's - iSpyLevi's Campaign

On a lower budget (not TV advertising) , NB could run a similar online campaign - getting people to find certain people wearing new balance shoes, then get to keep them...?

Z.B

Wednesday 23 February 2011

Levi's Advert

Levi's Ad which features two people running through walls. Really effective and focuses on running/ more serious than the DIESEL campaign but equally good - NB's tagline is 'love running more' > similar message. This is another route we could take when thinking about the campaign idea.

E.C

Diesel Campaign: Fresh & Bright

Diesel Fresh & Bright campaign 2011. Really bold and bright/ the superhero theme is really fun and comical. Advertises with an exciting message and doesn't rely on facts or stats to appeal to consumer.

E.C

Tuesday 22 February 2011

Heidi Klum / NB / Amazon Collaboration

Heidi Klum for New Balance Collection will Launch Exclusively on Amazon for Fall 2010

- Supermodel, designer and fashion powerhouse Heidi Klum has created a versatile active wear collection for New Balance perfect for modern women on-the-go called Heidi Klum for New Balance launching this Fall 2010 exclusively on Amazon.

Heidi Klum for New Balance will include haute tunics, knits, woven tops, leggings and outerwear pieces, developed to fit every body type and designed with cottons and silks that incorporate hand-woven stitching and intricate details. The line will retail from $32-168 and will be available in the United States, United Kingdom, Germany & Japan beginning October 7th 2010 exclusively on Amazon.

N.I.

MILK Magazine

Magazine which looks at the latest cultural phenomenons etc

N.I.

OF - Ash Kaveney Moodboard

N.I.

OF - Ash Kaveney's Artwork

N.I.

OPINION FORMER - Ash Kaveney - Initial Questions

Q. Fave brand (clothing and any others) = A. addict, zoo york, supra, ysl, WE, nike classics + nike SB

Q. Fave music (genre or band etc) = A. metal (glassjaw, he is legend,tool), hip hop (jehst, foreign beggars,pharcyde), dubstep/electronica (MRSA, netsky, dj shadow) acoustic (ben howard,city and colour)

Q. Fave artist = A. min-woo hyung

Q. Fave past time = A. drawing, skating, basketball and hangouts with friends

Q. Fave item you own = A. macbook pro

Q. What you couldnt live without = A. music and friends

Q. Fave magazine = A. Vice

Q. Fave book = A. Mr. nice

Q. Dream job = A. concept artist

Q. What you think your art is about? = A. Essentially they're individual characters without s specific theme but i enjoy the challenge of using different styles which why i keep going

N.I.

Block Colour/Superhero/Comic Strips Advertising

Diesel - Fresh And Bright Campaign

Z.B

Block Colour/Superhero/Comic Strips Advertising

Mac Make-Up - Wonder Woman Collection S/S 2011

Z.B

Sunday 20 February 2011

Adidas Store WIndow, Oxford Street, London

I like the use of the trainer on the t-shirt

N.I.

Foot Locker WIndow Oxford Street, London

N.I.

PUMA AD

N.I.

New Balance Feral Creation Launch Video

Found this launch video by New Balance for thier Feral Creation trainers - the video states they're limited edition which may explain why I couldnt find them on the site. The advert is really strong and artistic which is a style which NB don't seem to use much. Works really well and is very effective!!

E.C

Competitors: Adidas Commercial in 2009 & 2010

The adverts were a massive success - this was due to celebrity endorsement but the way Adidas focuses on thier 'celebrate originality' theme which makes it entertaining and creative.

E.C