This is the first time the sports marketer has had a dedicated PR firm locally, with the account won in a competitive pitch against three other undisclosed firms.
New Balance focuses on the development of superior performance shoes and getting the right fit, rather than athlete endorsements and image-based advertising, said Stephen Roach, marketing supervisor at New Balance Australia.
This heavy commitment to sports marketing in attaching the brand to athletics, triathlons and road running events such as 'City to surf' from the top athletes to a grass roots level means there hasn't been as much money dedicated to generating awareness of the brand as competitor brands. PR was seen to be the most cost effective way of ramping up the communications, Roach said.
Reporting to Roach will be a team led by PPR director Carolyn Brasher.
New Balance currently has a 15 per cent share of Australia's footwear and apparel market, making it the third biggest sports marketer in the country.
New Balance steps up PR comms
New Balance Australia has charged Professional Public Relations (PPR) to communicate its brand promise, 'N is for fit', via a media relations and sports sponsorship programme.