New Balance has unveiled a multi-platform campaign that captures the history and excitement of the mile event in Britain.
Set against the backdrop of Britain’s proud history in the mile and 1500m events that dates back to the pace setting achievements of Sir Roger Bannister in 1954, The British Miler follows 2008 Olympic finalist Andy Baddeley, and six of Britain’s best – Tom Lancashire, Lee Emanuel, Colin McCourt, Nick McCormick, James Brewer and Ricky Stevenson – as they compete for one of three places on the 2012 British team.
As well as featuring in an online and social media campaign, including exclusive interviews with athletes and running experts and athlete blogs at www.thebritishmiler.com, the athletes are also set to be the focus of a weekly 12-part documentary, also titled The British Miler, produced by sports filmmakers KIMbia Athletics.
Set to air on Sky Sports from April 2012, the serialisation will examine the personal journeys of the athletes and the effect of the physical and mental pressure on their lives and relationships with one another.
“2012 represents a significant year for New Balance in the UK,” says Tom Carleo, general manager, 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 Andy 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, New Balance is set to launch in-store marketing at select New Balance retailers, together with a limited edition The British Miler running shoe.
In addition, several of the athletes will feature in a UK TV advertising campaign that will launch in March 2012.