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Promotion
New Balance also takes a unique approach to marketing and endorsements, focusing on developing superior performance-driven shoes, and taking pride in the shoe itself versus an athlete wearing them. As a proud supporter of Team New Balance, world-class athletes certainly play an important role in the company’s continued success. However, unlike most athletic footwear companies, New Balance’s marketing approach and its relationship with its athletes centers around the design, development, and testing of superior performance-driven product; New Balance athletes do not appear in advertisements, and they are not used as promotional vehicles.
In support of grassroots athletics, New Balance sponsors many races, tournaments, teams, youth sports initiatives, track and field events, and track facilities around the globe, including the LaSalle Bank Chicago Marathon, the Miami Tropical Marathon, the Lilac Bloomsday Run, and the New Balance Games. New Balance is a proud supporter of Girls on the Run, which helps adolescent girls increase their self-confidence and self-esteem through a 5K race-training program, as well as The American Volkssport Association (AVA), the nation’s largest walking club. Most recently, the company further strengthened its commitment to grassroots athletics by becoming the naming sponsor of the New Balance Track and Field Center at the Armory in New York City.
New Balance also proudly sponsors numerous charitable organizations and events worldwide, including The Susan G. Komen Breast Cancer Foundation Race for the Cure® series of 5K runs and walks that raise awareness of and funds for breast cancer research.
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