"When you wish upon a star...."
Someone at New Balance must've wished upon a pretty bright star to land Disney as their partner. Disney and New Balance are teaming up for a multi-year strategic alliance today that includes exclusive Mickey & Minnie themed running shoes, running-specific initiatives, and co-branding opportunities. Does that mean that Mickey, Minnie, Goofy will be wearing New Balance shoes from now on? Well, maybe not to that extend that the characters inside the parks will be showcasing the branding, but I am sure they will don the NB on Disney merchandises.
It is somewhat an alliance made in heaven, New Balance has recently seen a huge surge with their Made In U.S.A and Made In England footwear, and Disney is of course an ALL AMERICAN company with adoring fans all over the world, so to forged an alliance with New Balance’s innovative, design-forward athletic footwear for the leading vacation destination in the world, is a clever match.
New Balance also becomes the title sponsor of the track & field facility at the ESPN Wide World of Sports Complex, home of the annual Walt Disney World Cross Country Classic and Disney’s Track & Field Spring Training for high school and collegiate teams. Future initiatives include the creation of maps for the running trails at Walt Disney World Resort and fitness programs for Disney resort guests interested in pursuing healthy options.
To commemorate this alliance, New Balance created a men’s and women’s limited edition runDisney 860v3 running shoe that captures the spirit of two favorite Disney characters – Mickey Mouse and Minnie Mouse. The limited edition runDisney 860v3 will be available for purchase at the 2013 Walt Disney World Marathon Health & Fitness Expo from January 10-12, future runDisney Health & Fitness Expos, special events created jointly by New Balance and Walt Disney Parks & Resorts as well as branded pop-up shops located at the ESPN Wide World of Sports Complex.