The 574 Hungry Dragon hails from the sports brand’s Classics collection, and is being launched in nine Asian markets via a range of online and communications events.
The range — of which only 574 pairs are available — is also being distributed globally. According to New Balance regional marketing manager Qing Ni, Hungry Dragon is the latest phase in the brand’s attempt to make as big a mark in the lifestyle category as it does in the performance segment. “New Balance wants to position itself as a performance running brand, but also come up with a few key (lifestyle) stories every year,” said Ni.
“We have always been playing in this field because Classics has been part of our business for some time, but we want to attract a broader audience.”
The brand has also partnered with fashion label Yoropiko to unveil a Hungry Dragon clothing venture, of which only 50 sets will be produced globally — with each one auctioned on eBay starting from a reserve price of HK$18,000 (US$2,300). The Yoropiko venture aims to raise funds for Unicef. “It’s really targeting the 25- to 35-year-old, male, ‘sneaker-head’ audience,” said Ni.
PR for the campaign is being handled by Professional Public Relations.
