Kicking Goals with Global #NBFootball Launch


New Balance has well and truly catapulted into the world’s biggest game. It was 5pm London time on February 4 when the ball dropped that New Balance is launching into football, along with an accompanying partnership with eight of the game’s key players from some of the world’s best leagues and teams. From Kompany to Cahill, Reges to Ramsay and all in between, the announcement was sure to have the industry’s most prolific football brands quivering in their boots. While product and gear is yet to drop locally, New Balance Australia recently mirrored the global UK & US launches with their own media event, which was met with resoundingly positive sentiment.


It all unfolded bright and early on a crisp February 5th morning, when 30 key football specialists and sports media reps were chauffeured to a secret location, tucked away between the backstreets of inner city Melbourne. Upon arrival, the valued guests were greeted to an introduction by Melanie McLaughlin via satellite from the UK event, before listening to Richard Wright’s announcement and speech, and the team and player announcements. Finally, an athlete close to the hearts of Australian sporting fanatics graced us with his presence all the way from New York; Tim Cahill. A Q&A was conducted with Tim, followed by a local Q&A with Melbourne Football club coach Paul Roos, Captain Nathan Jones and AFL Star Dayne Beams. The guests had the chance to mingle and network with one another following the event’s formalities.


Aside press coverage, the event was also leveraged on social, with Twitter forming a major component of our engagement. With promoted tweets running throughout the launch, we received 2.3 million impressions on the day, resulting in 40 times more brand mentions and a 101% audience growth rate. Alongside audience growth, our content engaged 3 times more than the average Twitter benchmark, while almost 200,000 users clicked on @nbfootball content. We even saw Melbourne FC jump on board and share their love across our Instagram and Twitter accounts. The likes of Nathan Jones, Paul Roos, MelbourneFC, Josh Kennedy, Dane Beams and Melanie Mclaughlin all tweeting the #NBFootball news. With football rapidly gaining a foothold into the Aussie Rules dominated culture of Australian sport, it’s clear that New Balance is going to become an integral part of this very manifestation.