In honor of Breast Cancer Awareness Month, 'New Balance' released a pair of vibrant pink sneakers. While there are a number of brands giving their shoes a pink makeover for the month of October, New Balance is taking its campaign a step further.
The pink New Balance sneakers are part of the 'Lace Up for the Cure Collection.' The campaign is part of an ongoing commitment to benefit Susan G. Komen charity and their work on breast cancer research. Unlike similar brand-sponsored campaigns, the New Balance initiative aims to donate five percent of proceeds from the sale of its pink sneakers to the charity until 2017. The shoes featured in the collection include the Pink Ribbon Vazee Pace, Pink Ribbon 1765v2 and the Pink Ribbon 665.
The campaign demonstrates how some brands are showing ongoing support for important causes.
Key Themes Behind This Trend
- Pink Products for Cause Marketing
- Brands are creating special pink products that are associated with breast cancer research fundraising.
- Charitable Brand Campaigns
- Brand campaigns that demonstrate ongoing support for important causes are gaining popularity among consumers.
- Consumer Awareness Campaigns
- Brands are taking steps to promote awareness around causes like breast cancer through promotional campaigns associated with their products.
Where This Applies
- Footwear
- Footwear companies like New Balance are creating branded products associated with charitable causes.
- Nonprofits
- Nonprofits like the Susan G. Komen foundation can benefit from partnerships with brands creating products that promote awareness for breast cancer and donate a portion of proceeds towards research.
- Marketing
- Marketing companies can support brands in creating campaigns that combine charitable giving with brand promotion, helping to boost awareness and sales while also supporting important causes.
