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New Balance Shoes: “America is for the Makers” Campaign

Underscoring everything that the New Balance shoe and athletic wear company does is their pride in their American manufacturing heritage. That’s the message behind their latest campaign, called “America is for the Makers,” that is intended as a celebration of the 75-year history of the U.S. manufacturing of New Balance shoes, and of the high quality of American craftsmanship.


The marketing campaign was launched by New Balance with a digital and print media wave and changes in addition to elements added to their website.


Another part of the initiative will introduce a “Join Us” print ad that is designed to help to encourage other American companies to begin or continue their manufacturing within the country. The hope of New Balance shoes is that this “Join Us” theme will become a movement. They have designed it to include a social media app feature that will allow consumers to take part, as well. The app provides consumers with helpful access to other Made in USA companies, and helps to support them based on their Facebook “like” numbers.


New Balance asserts that they are the only major company making athletic footwear in the country, where they employ 1,300 factory workers. One out of every four pairs of New Balance shoes sold in the United States are made or assembled here. Where the domestic value is at least 70%, they label their shoes "Made in the USA."


New Balance is proud of their workers, who they describe as highly skilled craftsmen. The average experience of their American manufacturing associates is 8.4 years. To share this pride and promote their message, there will also be video content that will launch through the New Balance app that will provide a virtual tour of the two New England New Balance shoes factories, as well as list other US companies offering products made in the USA.


The ad campaign was developed by Arnold Worldwide, which has been the global creative agency for New Balance shoes since June 2010. That company is also based in Boston.