On July 1, 2015 New Balance and Arnold launched “Always in Beta” – a bold new brand platform that champions a relentless desire to improve, to push, to evolve and to never rest on past successes.
The cornerstone of the campaign is a commercial called “The Storm”. It follows the story of a woman on a run who tires and reaches her limit. Unable to keep going, she digs deep, and with the help of a few hundred athletes – both professional and amateur – she finds the motivation to push forward. Created by Arnold and MPC, “The Storm” was filmed across three continents and features 17 of New Balance’s global professional across the sports of running, baseball, tennis, football/soccer and triathlon. Faces of the campaign include Miguel Cabrera, Robinson Cano, Jose Bautista, Jenny Simpson, Emma Coburn, Milos Raonic, Aaron Ramsey, Vincent Kompany, Samir Nasri and Sebastian Kienle, among others.
Always in Beta comes to life with the debut of The Storm, an immersive online experience, and a series of print, in-store and social activations created to amplify New Balance’s complete range of footwear, apparel and accessories.
Adweek coverage: “New Balance Is Now More Than Just a Sneaker Maker”
Boston Globe coverage: “New Balance’s new campaign showcases expansion beyond running”