Marketing Plays: New Balance Celebrates NBA Season Opener With Kawhi Leonard Video + More

FN Staff

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Oct. 22, 2019: New Balance is marking its reentry into the basketball market, and at the start of the 2019-2020 NBA season, it will launch a marketing campaign featuring Kawhi Leonard. Titled “Reign over LA,” the video shows Leonard with the OMN1S sneaker, which he wore in the playoffs last season to win the NBA Finals with the Toronto Raptors. Leonard, a SoCal native, returns to California this season to play for the Los Angeles Clippers. New Balance celebrates this homecoming in its new campaign. Text in the video declares, “This is his city. This is Kawhi’s job. These are his kicks. They’re New Balance.” The OMN1S officially drops Oct. 23 on Newbalance.com, at select New Balance flagships and at Shoe Palace and Foot Locker stores in Los Angeles.

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Oct. 15, 2019: CAT Footwear is celebrating the launch of its Advanced Walking Machine collection, a new line of all-terrain men’s sneakers designed for urban trekking, with the Urban Trek Challenge, a multi-season integrated marketing campaign encouraging people to discover new experiences in urban environments, no matter where they live. The challenge takes place in Bogota, Colombia, and will include social media and a video series to encourage others to explore their own cities. The company will be hosting a social medial challenge asking consumers to share their city’s hot spots and hidden gems worth trekking to. The winner of the contest will be invited to join the brand on its next trip for an all-expenses-paid adventure to experience the highlights and local secrets of a city around the world. The brand will also announce a date in spring ’20 as Urban Trekking Day to encourage people to get out and explore their cities. For information on the next Urban Trek, visit Catfootwear.com. The shoes are also available for preorder on the website, with the Crail style retailing for $100 and the Crail Mid at $110.

Oct. 9, 2019: Ugg has unveiled its new #UGGLIFE campaign for fall ’19. Pairing duos across generations who support, challenge and inspire one another, the new global campaign highlights relationships and the spirit that brings families together. “The world today can be complicated and difficult. To survive you need the love and support of your family. Whether it’s the family you’re born into or the family you create, it helps you grow and become the person you want to be. At Ugg, we have always believed that family is important, because without them where would you find the courage to be yourself?” said Andrea O’Donnell, president of fashion lifestyle at Ugg’s parent company, Deckers Brands. The campaign features model-mother Slick Woods and her son; musician and artist Kim Gordon and her daughter, artist and model Coco; actor Luka Sabbat and his creative director father Clark; model Paloma Elsesser and her sister Ama; actress Sasha Lane and her brother Sergio; and fashion designers Mike Eckhaus and Zoe Latta. Drawing inspiration from the brand’s Classic Short II, Classic Mini II and Neumel styles, the collection is composed of 13 signature and renewed styles seen through an evolutionary lens.

Oct. 4, 2019: For its fall ’19 campaign, Kurt Geiger is unveiling a cast of British stars as part of the theme “Characterful Style.” After debuting the series with actress Ella Balinska and musician Johnny Borrell, the brand has now introduced its newest ambassadors: singer Emeli Sandé and entrepreneur Jamal Edwards, founder of SBTV. Both are sporting the latest fall boots and accessories in the ads, and Sandé, in particular, channels a very hip uptown-Western look with green snake-print cowboy ankle boots paired with a faux-fur coat and Kurt Geiger’s large tweed Kensington bag. The singer explains: “You can express so much of yourself through what you’re wearing.”

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Marketing Plays: September 2019

Marketing Plays: August 2019

Marketing Plays: July 2019

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