Business and media news : New Balance Launches Made in America Campaign

New Balance Athletic has launched an ad campaign, "America is for the Makers,” that celebrates New Balance’s 75-year history of domestic manufacturing.

The campaign has been place on Youtube here with the copy below:

"At New Balance, we believe America is for the Makers. The dreamers and the doers. The builders and the big thinkers. America is for those who believe quality is a promise and craftsmanship is something to take pride in. These values are stitched into our brand, just as they’re stitched into the fabric of our nation. It’s why we’ve always made things here. And why we always will.

*1 out of every 4 pairs of shoes we sell in the USA is made or assembled here. Where the domestic value is at least 70%, we label our shoes Made in the USA."

The company states that its U.S. manufacturing facilities that employ a total of 1,300 factory workers. It has five facilities in New England and one in California.

The campaign includes print and digital media as well as social media, including behind the scenes videos of American “Makers” at New Balance’s Skowhegan, Maine, and Lawrence factories. Also launching this month, a “Join Us” ad encourages other companies to join New Balance in its pledge to manufacture goods in the U.S.

The “Join Us” movement will feature a social-media based app that allows consumers to support  Made in USA companies based on their number of likes on Facebook.

Updated logo and packaging will also support New Balance’s history of domestic manufacturing.

Arnold Worldwide, New Balance’s global creative agency since June 2010, developed the campaign.

About New Balance

New Balance began as a Boston-based arch support company in the early 1900s, developed into a specialized manufacturer of shoes in the 1970s, and has grown to become a leading global athletic products company. Today New Balance is a family of brands including New Balance, Dunham, PF Flyers, Aravon, Warrior and Brine.

Since the days of selling arch supports to police officers and waiters, New Balance has been a brand concerned with meeting the needs of the everyday athlete. In pursuing this goal, they developed an "Endorsed By No One" philosophy, which holds that a superior product will sell itself better than any superstar athlete ever could. Part of producing New Balance shoes and athletic clothing is manufacturing it to fit all widths and sizes, because a better fit produces better performance.

To ensure the best fitting, best performing shoes and clothes, New Balance focuses on improving their technology and production methods. A big part of that is maintaining five manufacturing facilities here in the United States where they continue to produce New Balance shoes and apparel that meet the standards they've employed for 100 years. They have also remained committed to a core set of values that include integrity, teamwork and total customer satisfaction. 

Source New Balance

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