Recent advertising for New Balance’s new line of women’s toning shoes, Truebalance, points out that you can tone your body without toning down your style. As this growing toning-shoe segment has focused on fitness claims, New Balance is focusing on how you look while toning up. They have tapped into the whole truth of ego-protection here and I believe it will help them stand out in the category.
Half Truth: I’m open to trying new ways to get and stay in shape.
Whole Truth: I don’t want to look like a dork in the process.
And by advertising in both fitness and non-fitness magazines, such as Glamour, Instyle and Lucky, not only are they capturing those that want to look good while working out, they have also opened up the category to those who like the idea of a “work-out” without ever having to actually work out. Being part of the fit club continues to build on this whole truth. Great job New Balance!
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