Only about 25 percent of the merchandise it manufactures is made or assembled in the U.S., but that's enough for New Balance to wrap itself in the American flag. The athletic footwear company is looking to tap into what it believes is a shift in consumers' thinking on the importance of buying products made at home.
As an AdAge.com article points out, New Balance runs the risk from its new campaign of being perceived as "disingenuous." The company's retort is that while only some of its products are made or assembled here, most other companies in its space produce all their goods outside the U.S. It also points to 1,300 jobs at factories in the U.S. compared to zero for the competition.
"Given the economic climate, we think our celebration of a manufacturing success story will resonate with both our current consumers and consumers who may not to be as familiar with our brand," New Balance spokeswoman Amy Vreeland told Advertising Age. "Typically, in tough times, people focus on fundamentals and values, and this story is really about people, their craftsmanship and community, which is core to the American way of life."
The New Balance campaign, which will include print, radio and online ads as well as an online documentary, will launch this week.
Jamie Gordon, director of knowledge and insight at Trend Influence, is among those who think New Balance has picked the right time for this particular message.
"American consumers are feeling a sense of unity, affirmed by the ability to pull ourselves up by our bootstraps," Ms. Gordon said. "It's great to see New Balance, as an American brand, embracing their American equity and helping the American consumer to be more optimistic and see a better, brighter future."
Discussion Questions: Is now the right time for brands to be emphasizing a "Made (or assembled) in America" theme? Will the New Balance campaign work considering most of its product line is made outside the U.S.?