News

New Balance takes different track

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ew Balance has launched a new shoe in collaboration with Japanese motorbike giant Kawasaki. The new 993 shoe is the first New Balance shoe to be made in conjunction with another brand.

“The strategic alliance between two world-class companies has led to the development of a unique performance shoe that carries the livery of both brands,” says Liam Burns, EMEA head of business development for New Balance. “The concept has been an outstanding success with supporters and customers; the first batch of shoes selling out completely in under two weeks, and further production now underway to meet the extraordinary demand.”

Manufactured in the Flimby, Cumbria factory of New Balance, the 993 is designed as a support and stability shoe, and it is being worn in the pits by the Kawasaki World Superbike Team, and it will feature in Kawasaki’s 2010/2011 range of official leisure wear.

New Balance has also announced that it will continue as Lancashire County Cricket Club’s official footwear supplier for the 2010 season. Partnering its local club for the third successive year, New Balance has produced a bespoke ‘LCCC’ performance shoe for the club.

www.newbalance.com

Capture the flag

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Taking on The Blue Mile: Aqua Sphere has been named the official swim partner for The Blue Mile – Race for the Environment, and the swimwear brand will provide 1,200 swim caps for the July 3 event. The event is looking to raise funds to support conservation body WWF-UK. www.thebluemile.org

Tribute to Ange Deegan

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ntersport has teamed up with adidas to create a consumer World Cup campaign in-store and online, with a four-day competition prize trip to the World Cup in South Africa at stake.

This is the first ever consumer campaign launched by the Intersport buying group in the UK and Ireland, and follows the group’s re-branding at the end of 2009, when the group announced its commitment to increasing its awareness among consumers.

“This level of consumer marketing will enable Intersport to build greater brand awareness at a time when we have invested heavily in refurbishing our corporate identity and set our sights firmly on growth,” says Barry Mellis, Intersport’s general manager in the UK. “It is this style of nationwide promotional activity, in association with one of the world’s most recognised sporting brands, that sets us apart as a buying group.

“It enables us to develop a closer relationship with the consumer which will directly benefit our members as it seeks to attract greater footfall.”

Underpinning Intersport’s fresh commitment to its brand image is the group’s appointment of Susan Herbert as marketing and communication manager. Herbert worked previously for Love Hearts Jewellery, and as brand director for adidas and Ellesse Watches.

www.intersport.com

8

SGB SPORT MAY 2010

ike Deegan, managing

director of RonHill OSC Limited, is organising a

charity 5km run on June 26 at Crown Reservoir,

Rossendale, in memory of his wife Angela, a former

Great Britain athlete who died last year after a long battle with cancer.

Deegan will be joined by a string of former international athletes for the 5km run at Rossendale. Striding out will be Dr Ron Hill MBE, Steve Kenyon, Diane Modahl, Jill Harrison, Jan Holt, Dave Lewis and Jon Wild. Deegan has run every day since Angela died on June 21 last year, raising money and awareness for Cancer Research as he goes. Deegan broke 35 minutes for 10km in Cannes in February, and turning 55 next year, he is targeting the European and World Masters Championships.

“We had a great life together, having met at the Birmingham University athletics club when Ange was 18, where she said she was a sprinter/long jumper,” says Deegan. “Five years later she ran the first London Marathon in 2:50. Ange worked for Ron Hill Sports from 1982 to 1986 and I believe the fact she was a runner made her very strong, and she battled cancer for over four years without complaint.” All donations welcome:

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