The last week of February saw New Balance introduce MLB star and athlete endorser Francisco Lindor’s first full signature collection through an integrated campaign called ‘Make An Entrance’ led by a hero digital film.
The Boston-based sportswear brand’s creative and PR continues to focus on the player’s extrovert nature and flashy style and to position the four-time All-Star shortstop and his collection as the spearhead of a youthful, brand-backed baseball revolution.
The campaign and collection launch, which coincided with spiking interest around Lindor following the short stop’s high profile trade to the New York Mets, promotes New Balance’s first-ever baseball signature shoe (the Lindor 1 cleat) and apparel collection which also includes further footwear (the Lindor Turf), clothing and accessories that all feature design motifs celebrating Lindor’s personality and Puerto Rican heritage.
The collection and marketing creative feature vibrant floral patterns inspired by Flor de Maga (Puerto Rico’s official national flower), his personal mantras (‘Be Consistent’ and ‘Stay Positive’) and his initials.
The player was involved and integral throughout the entire brainstorming and designing process and he also gave input on the function and structure for each of his items as he wanted to put the emphasis on support (after he suffered a high ankle sprain ahead of the start of the 2019 MLB season).
The idea behind the creative and design was to display the same joy and passion through the products as Lindor’s shows playing baseball and combine his love for baseball and for fashion.
“Every time I hear Lindor 1 and the Lindor Pro collection, it just makes me smile,” Lindor said in a launch campaign PR statement. “It’s a dream! I remember going over ideas [with New Balance] and starting to put things together and then one of the shoe designers drew it up, brought it out to me and my agent, and then we took off from there. It was very cool, and to be a part of this process, it’s very humbling.”
“Few baseball stars have successfully been able to crossover to the lifestyle and fashion world,” said New Balance Global Director Of Consumer Brand Marketing and Athlete Activation Pat Cassidy. “Lindor is a trendsetter on and off the diamond … This collection allows us to authentically tell his story through innovative design, and inspire the next generation of stars to pursue their dreams.”
The full collection includes footwear, apparel and a headband. It will be available starting March 1, 2021.
Comment:
New Balance will be delighted to see its biggest baseball endorser and one of the biggest stars in its endorser stable move to the Mets and the USA’s biggest market New York.
Lindor first signed with New Balance in 2017, but this is his first signature shoe and the brand’s first ever full baseball collection.
Lindor has been part of baseball’s pivot towards engaging a more youthful audience include and the MLB itself has been focusing hard on younger audiences in its marketing over the last two years including 2019’s ‘Let Them Play’ and ‘We Play Loud’.
Links:
New Balance
https://www.newbalance.com/baseball-hub/
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