New Balance launches UK ‘mile’ campaign
US sports brand New Balance has launched a film and campaign entitled The British Miler which celebrates one-mile running events in the UK and highlights seven of its athletes who are seeking a place at the London 2012 Olympics Games.
The British Miler follows Beijing 2008 Olympic finalist Andy Baddeley and six of his leading rivals – Tom Lancashire, Lee Emanuel, Colin McCourt, Nick McCormick, James Brewer and Ricky Stevenson – as they compete for one of only three available places on the 2012 British team.
As well as featuring in an online and social media campaign, the athletes are set to be the focus of a weekly twelve part documentary, also titled The British Miler. The serialisation
sets out to examine the personal journeys of the athletes and the effect of the physical and mental pressure on their lives and their relationships with one another.
“2012 represents a significant year for New Balance in the UK,” said Tom Carleo, general manager of running and outdoor at New Balance. “As the only athletic footwear brand to manufacture in the UK, New Balance will mark its 30th anniversary of British production in the year of the games. This programme tells a new story about Britain’s love for track’s most fabled event and we believe its compelling and unique content will pique the interest of runners and non-runners alike.”
Ahead of the launch, Team New Balance 1500m runner Mr Baddeley said: “I’m proud to be involved in ‘The British Miler’ initiative. I believe this documentary will give viewers insights into the level of preparation and emotional investment that goes into competing at the highest level.”
To commemorate The British Miler campaign, New Balance will launch a limited edition The British Miler running shoe.
