New Balance’s The TRACK at Boston Landing Confirms that DTC Will Involve Media and Sports

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Source: The TRACK at new balance at Boston Landing to offer pinnacle sports experience for athletes

I recently wrote a post on adidas’ decision to launch an initiative to feature women’s sports on a streaming media platform:

adidas Breaks Barriers by Creating a Streaming Platform for Women’s Sports

The context of my recent book is problem and solution. The problem is that brands and retailers have to find a way to regain their search. As a solution I made the claim that all brands and retailers have to become media companies. In order to consistently create content that fosters connection and community, brands and retailers have to connect with the consumer via events and campaigns that speak towards moments. adidas creating a streaming platform for women is a fantastic media and marketing strategy.

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New Balance’s Track at Boston Landing is exactly what is needed to create additional opportunities for athletes in niche sports like track and field. I recently discussed the fact that the current case of the FBI looking into “illegal payments” by sports brands to move athletes to particular schools, is a waste of time; because to be honest, we don’t care. We love our alma maters and even if let’s say a small HBCU was never the landing spot for a player like Zion Williams, the people at that HBCU would still cheer on their colleges (the evidence for this is one look at the biggest NCAA conference tournament: HBCU’s CIAA D-2 Basketball tournament).

Why I Think ‘Pay to Play’ Is a Non-Issue Because of Nike’s Breaking2

While pay to play tends to be the rich getting richer, ultimately brands have the opportunity to create opportunities beyond college for more athletes at many levels and in multiple sports when the brands begin to create venues like The Track.

“The TRACK at new balance will set a new performance standard in professional and amateur sports due to its innovative design, location and amenities,” says Jim Davis, Chairman, New Balance Athletics.  “Its incomparable level of sports excellence and competitive spirit will inspire athletes to perform at levels they have only dreamed of attaining, with one of the fastest and most technical tracks in the world, if not the fastest.”
“The NB Development Group is thrilled to be the developer and operator of this exciting athletic, sports research, and music venue known as The TRACK at new balance,” says Jim Halliday, Managing Director of NB Development Group.  “When completed, the athletic and musical programming we bring will add a vibrant energy enhancing Boston Landing as an 18-hour / 7-Day destination and as a transformational gateway into the City of Boston from the west.”
This is a transformative venture by New Balance and it creates a very interesting dynamic where I can see track athletes having bigger events in the U.S. instead of having to travel abroad to make a living. Not to mention that brand (New Balance’s) YouTube and IG videos should have live sports as media and since the facility will be able to host music events as well, concerts will be sponsored by brands connecting live music and sports in what is a symbiotic relationship.
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