Rediffusion DY&R has been successful in winning advertising contract for New Balance, the world's fourth largest sportswear brand.
New Balance is currently looking at expanding its base in India and plans to spend around Rs 3 crore on advertising.
BD Nathani, Director, Sales and Marketing, New Balance said that the company places itself as the world's Number 1 slot in walking and running shoes.
New Balance perceives India and China as priority markets with huge expansion plans in the offing, Nathani added.
Exclusive stores in Indian metros stock the company's products and plans to widen distribution network with a full-fledged marketing strategy, are on.
Nathani informed that running and walking shoes category has a market share of 42 percent among sports shoes in India.
Santosh Sood, COO, Regions, Rediffusion DY&R, informed they can not disclose the strategy but the brand is more of a performing fitness shoe than a fashion accessory.
Nathani said that print media will be the major vehicle but the company plans to sponser outdoor and various events like marathons and races to promote the brand, and added that some of its international ads might be aired on television during peak seasons.
New Balance's philosophies focus on function over fashion.
marketing@alchempro.com
