A New Balance on Marathon Monday

A New Balance on Marathon Monday

It's one of the most famed races in the United States, and basically a holiday in good ol' Beantown. With the marathon drawing in runners and spectators from all over the world, it is a perfect opportunity for sporting goods brands to market themselves. But what happens when you can't get the prestigious role of being the sole sponsor? You bend the rules.

Just ask New Balance, the Boston-based shoe company, who has launched a full ambush on Boston in preparation for Marathon Monday. They are outpacing the official shoe sponsor of the race, Adidas, and tying their brand in with just about everything that has to do to with the trek from Hopkintown to Boston. Why? Because according to New Balance, "We Run This Town." The motto is the spark behind the largest promotional campaign they have ever run -- no pun intended. In fact, they are doing everything they can besides paying the sponsorship fees that Adidas is shelling out.

They are outfitting the Upper Crust pizza chain employees throughout the city, leading course tours, assisting runners and spectators with tips through their website, handing out goodie bags full of their merchandise, plastering the city with promotional banners, and providing a "Recover Faster" post-race event at all Boston Sports Clubs. This carefully crafted campaign also includes a limited edition shoe, sold exclusively at Tanners in Boston. The shoe is a customized version of the heritage running shoe, called the "Boston 993". The 72 pairs -- 36 for males, 36 for women -- are inspired by the prestigious event, with black suede and lime or lake blue piping. They also say "RUN" and "BOS" on the back of the respective shoes.

While their tactics may not exactly be traditional, and will probably piss off a lot of competing companies, they are definitely turning some heads. It's this kind of risk taking that makes a brand. Since they aren't breaking any specific rules, there is nothing anyone can do to stop them. New Balance has strategically rode the lines, and are using their knowledge of the city to put them to the forefront of the running shoe market, at least for today. Placing ads and kiosks in everyday places, in places where the runners themselves are going to frequent besides the course itself, makes them have a presence. While their campaign's success is yet to be determined, the buzz that is being generated around their strategy alone is definitely helping. Besides, having your name associated with any marathon is huge, simply for the sheer number of people, but to successfully work the Boston Marathon into your repertoire may be the largest honor you could have when it comes to running sneakers.

According to their running marketing director, Josh Rowe, "We are looking to capitalize on the fact we know Boston best -- we live here, we run here." Well, welcome runners, to New Balance's city.

-Mia

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Markets are the Name of the Game

Markets are the Name of the Game

An idea by the worldwide leader in sports has taken off in an unexpected way. The experimental launch of city-specific ESPN websites (see ESPNDallas.com, ESPNBoston.com as examples) have left execs “blown away” by the results.


The sites work to offer content that is geared toward local markets of super-fandom – in order to bypass national sporting news, but provide the quality of content that is expected from the original. The idea was to put centrally-located options for fans in the cities themselves, suburbs, and transplant fans.

In order to keep the standards of ESPN, the site developers searched for reporters and feature writers that have a history in the city and a strong value in sports reporting. This included nabbing staff from local newspapers and websites, and offering them the most coveted job in sports, working for ESPN.

Working as their own miniature version of SportsCenter, the sites provide clips of news – in the familiar format – allowing for centralized content that may not have gotten the same attention on the national version. We’ve all been there: casually turning on SportsCenter as you’re getting ready for your day, anticipating if the best play from the game will appear on “Top 10” or seeing what they’re going to say about the latest trade rumors for your local team. You scan the side bar to see when you’re favorite is going to be highlighted and the ticker has never moved slower. What about scanning ESPN’s posts online, just to see your team is not featured? Don’t worry, ESPN felt your pain, and it’s just what the doctor ordered.

The five sites that are in place were selected because of their market power and the fact that affiliated infrastructures were already in place. For example, Chicago teamed up with their ESPN radio affiliate, and Boston partnered with a local advertising company.

ESPN may have engaged in this process in a little backward but the idea of backing into a goldmine does not seem to phase them. More markets are reportedly in the works – so look out Philly – we’re probably one of them, since ESPN950/97.5 The Fanatic has been fighting for sports radio’s top spot on the local airwaves and our sports fans are insatiable, not to mention we’re one of the largest markets in the country.

It seems the selection process for the cities has relied solely on ease of transition, but it would be assumed fan bases played into it as well. The competitive nature of local sites by national providers also rushed the process, as both Comcast and FOX Sports have revamped locally-based sites (New England, Philadelphia, D.C., Baltimore, to name a few).

The move seems to work for long-term survival for all parties. The content generated beats out local bloggers that focus on the nuances of the game and provide access that may not be otherwise realized. The understanding that this local component of a national outlet can only support, rather than detract viewers is a key piece for ESPN. The use of existing affiliates to work to their advantage, as well as hand-picking contributors from competitors, allows ESPN to remain the worldwide leader in sports, even on the local level.

-Mia

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Talk Soup

Talk Soup

Atlanta Tipoff Club president Gary Stokan, on presenting Tina Charles with the Naismith Trophy after UConn's 2010 NCAA Championship:

"Tina took a talented UConn team and made it even better, which is representative of the leadership qualities she possesses. She enjoyed a remarkable senior season and we are thrilled to reward her with the most prestigious trophy in college basketball."

Now ex-Eagles quarterback Donovan McNabb, on his new future with the Washington Redskins :

"Hail to the Redskins.”

Diablo Cody to New York Magazine, on the shortcomings of her film Jennifer’s Body:

"I hate it on American Idol when they do a horrible performance and they go, ‘Well, I had fun.’ I think thats [ridiculous]. If you failed, you didn’t have fun."

Dancing With The Stars contender, Evan Lysacek, tweeting about the many twitter updates about his broken toe:

“Toe needs his own Twitter page.”

Lil’ Wayne, in the letter ‘Gone ‘til November’ to his fans from his new blog site:

“During my prison stint, I want my fans to know I love you. I want all of you to know I appreciate all the mail I get, and this is my way of saying thank you.”

A Master’s Tournament audience member, on forgiving Tiger Woods and focusing on his golf game:

“The man’s a Buddhist, and this is the Bible Belt. We forgive. This week, people in Augusta look at one thing--how well do you hit a white ball?”

Brian Dawkins, on why he believes trading McNabb was a bad idea, saying that the rest of the Eagles are finally playing at McNabb’s level:

“So you're finally getting...all those weapons in place and now you don't allow him to grow with those weapons and have those weapons grow with him, so that they can see if this is the mix that could finally get Philadelphia that championship. You know what? For me, I would say yes."

Nationals manager Jim Riggleman, when asked if the Nationals enjoyed President Obama’s visit and their home opener against the Phillies:

“That’s like asking Mrs. Lincoln how she enjoyed the rest of the play.”

Butler head coach Brad Stevens, proud of this team during the extremely close 2010 NCAA title game against Duke:

“We just came up a bounce short. There’s certainly nothing to hang your head about. I told them in there, what they’ve done, what they did together, will last longer than one night, regardless of the outcome.”

Serena Williams to People magazine:

“Everyone is obsessed with weight! Seeing I’m not a size 2, I could hopefully encourage people to be like, ‘Thick is in.’ But sometimes, I’m still like, ‘I hate these thighs.’”

Pitcher Roy Halladay, on his new home with the Phillies:

“Nothing against Toronto, but it kind of gives you a renewed energy coming over here.”

Umpire Joe West, on the slow pace of play by the Red Sox and the Yankees:

“It’s pathetic and embarrassing. They take too long to play. They’re the two clubs that don’t try to pick up the pace.”

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Talk Soup

Talk Soup

Yankees’ Derek Jeter, on talk about the Yankees being favored to enter the World Series again this year:

“The message is, ‘Last year is over.’ It’s a mind-set that you have to have in terms of staying hungry.”

Jay Leno to Joy Behar, when asked if he feels bad about replacing Conan O’Brien as host of The Tonight Show:

“Conan got screwed; I got screwed. I mean, this is TV. The reason show business pays a lot of money is so when you get screwed, you got something left over.”

Donovan McNabb, on the possibility of being traded:

“I don’t want to be anywhere else but Philly. I don’t believe in starting somewhere and going somewhere else to finish your career. I believe in starting somewhere and finishing what you’ve started.”

Georgia Bureau of Investigation public information officer John Bankhead, on when the investigation of Roethlisberger will be completed:

“I don’t know. I’d have to have my crystal ball out but I don’t have it with me.”

 Michigan State Spartans head coach, Tom Izzo, on his team making the NCAA Final Four:

“There is nothing greater than going to a Final Four that I know of, except winning it.”

Bon Jovi, on not retiring from rocking any time soon:

“I don’t plan on being the next Mick Jagger and to keep on going till my late 60s. But at the moment I don’t see a reason why I should stop.”

Tom Roletter, treasurer of Philadelphia Union’s supporter group Sons of Ben, on the team’s inaugural game on Thursday, March 25th, 2010:

“This day is like Christmas, New Year’s, Thanksgiving, all the holidays you can think of, rolled into one.”

Chad Ochocinco, contestant in season 10 of Dancing with the Stars, on another show performance:

“Holy Mexican jumping beans, it is Monday and another night to perform in front of a small crowd of 24 million viewers. Showtime.” 

WVU Mountaineers forward, Da’Sean Butler, on making it to the Final Four

“One day you’re in the backyard pretending you’re in the Final Four...and then you’re there!”

76ers forward Samuel Dalembert, on the team’s not-so-good season:

“We understand we didn’t have a great season...People from outside might say we have nothing to work for, but personally I think we [do]. We have to work for ourselves.”

Tom Burgoyne, occupant of the Philly Phanatic costume, on the Phanatic For Art statues being displayed around Philadelphia:

“For the Phanatic, this is one big ego trip. He’s become very hard to live with.”

Minnesota Twins’ Denard Span, on his foul ball that hit his mother in the chest during a spring training game against the Yankees:

“She was more mad at me for coming out of the game than me hitting her.”

-Liz

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