DESIGNER

Alec White

PROFILE/DESCRIPTION

Company Profile:

1. New Balance was founded in 1906 in Boston, MA. It has since grown to a global, multi-billion dollar company. It sells a wide range of athletic clothing and accessories ranging from shoes to backpacks and gloves. The product that this ad campaign is for is the New Balance 574, a timeless shoe that has been on the market since 1988. This shoe is extremely versatile. It’s stylish build makes it perfect for everyday use while also giving the wearer enough support to use it for athletics. New Balance’s goal is to aid others in their athletic endeavors. The products that New Balance makes are meant to make people look good while they achieve their dreams. 
2. This ad campaign is going to be in Fairfax County, right outside of Washington D.C. The people that live here are wealthy so they have money to spend on shoes. They also tend to have children who are among the targeted demographic of this particular line of shoes. They have surplus income to spend and kids to spend it on so it is a perfect place to advertise. 

Brand advantages:

• Reasonably priced
• Recognizable

Brand attributes:

• High Quality
• Large catalog 
• US Made
• Sustainable

Brand experience:

• Stylish
• Comfortable 
• Versatile 

GOALS

The goal of this campaign is to show the timelessness of the New Balance 574s. It should remind people of the fact that these shoes have been around since 1988 while also showing them that they are still in fashion. Each poster will be themed as if it is from a different time period, showing that the shoe has been around for many years and will be around for many more. People should feel as if the shoes will be with them for a long time just as the shoes have been around for a long time.