New Balance has been running a marketing campaign about the LOVE/hate affair runners have with running to promote their 88 critical points of contact which they claim will increase the LOVE and decrease the hate part of running. Bringing the two adversaries together…much like the black and white cookie. Look to the New Balance running shoes to solve all problems and social issues! Not really, but maybe it will help you solve some of your personal problems, like running. Initially when I heard this slogan I thought to myself, ‘Why would they put the word hate before New Balance?’ No matter what the message they are trying to convey actually means, the word “hate” gives a negative connotation to their company, especially since it is just before the words “New Balance.” However, upon watching some of the commercials and researching it further, I really like the concept. I just hope it doesn’t turn too many consumers off with their first impression. Not that I really care though, I stopped wearing New Balance when I was like 15; but I’ve always been on the cutting edge of running. It’s fine though if you still run in New Balance, I’ve got nothing but love for you baby.
I do really love (not hate) what New Balance stands for: self-improvement, inner harmony, balanced effort, the smell of nature, and spiritual development. Isn’t that what most of us runners are looking for? This is compared with Nike’s running shoe division which stands for winning, the roar of the crowd, extreme effort, the smell of sweat, and physical development. These are all good things to work for and strive to accomplish…if you are 16 years old and have your running future ahead of you. You can be anything you want to be when you grow up. However, most of us are already grown up and are past our prime. Most of us have jobs that aren’t living off race winnings. Running is more of a spiritual release for us, to balance out our lives. You could try drinking a gallon of V8 everyday to balance you out. I’m going to stick to running.
In one of the New Balance LOVE/hate commercials they say, “…balance between joy and pain, work and play.” Running is about balance (but there’s nothing New about that). It is a balance between your life and your life. Running is your personal time. Time to get away from everything else going on and be with yourself. When you are running you are pushing and challenging yourself. You find out what kind of person you really are; if you can make that extra mile. If you can even get out of bed to start that first mile. Another New Balance LOVE/hate commercial states, “The first mile hates to see you running. It would rather you go back to the couch. But both you and running know there are other things to look forward to. Like the second mile.” A none runner would say, ‘who actually looks forward to the second mile?’ Runners Do Mr. Novice.
Another commercial says, “…suddenly it’s just you and Running. You won’t even return calls from Quitting.” Quitting doesn’t even have my number. I gave it my standard fake: 867-5309.