In March 2009, New Balance launched its worldwide "Total Fit" campaign to spotlight three new running styles while reinforcing the brand's commitment to helping athletes find the right fit.
Campaign overview
Creative leaned into the honest tension athletes feel about running — love/hate moments — while connecting performance footwear and apparel to more enjoyable miles.
The push paired national and regional media with in-store experiences designed to influence decisions where shoppers compare models side by side.
Advertising
Television, web, and print reinforced the campaign narrative for performance-focused runners, with emphasis on athletes aged roughly 25–34.
Two 30-second spots dramatized the love/hate relationship with running, tying emotion back to featured footwear models (including the 769 franchise) and broader apparel drops.
Print extended into Runner's World, Running Times, Running Network, Women's Running, and related titles beginning March 2009 — evolving seasonal styles (including 1063/769 early and 758/1225 later in the year).
88 points of fit
Beyond storytelling, New Balance educated shoppers about its framework of fit checkpoints — quantitative and qualitative signals used to translate consumer needs into product decisions.
Retail touchpoints & instant win
Stores worldwide received POP kits featuring Total Fit specialist appearances and an instant-win sweepstakes awarding $5 off an in-store purchase — connecting consideration moments with a tangible incentive.
LCD fixtures echoed broadcast animation so in-aisle messaging felt consistent with upper-funnel creative.
CFA Promo
From instant-win administration to winner validation and documentation, CFA Promo partners with brands that need promotions to behave flawlessly in regulated environments.