If you play high school lacrosse, you’ve probably heard of Canandaigua Academy. You may wish you hadn’t, though. Won-lost records like 19-3, 19-2 and 17-3 arent the exception at Canandaigua; theyre the rule. Congrats to Canandaigua for being the second team selected in New Balance’s Season in the Balance sports documentary casting search.
New Balance Athletic Shoe Inc., a Boston company that is perhaps best known for footwear that has found favor with middle-age runners, said that one of its latest marketing efforts will be an “online documentary” that follows the exploits of a high school lacrosse team.
In 10 weekly “Web-isodes,” viewers will be able to follow the spring lacrosse season of Canandaigua Academy in Upstate New York, New Balance said; the documentary can be found at a special website – http://www.SeasonInTheBalance.com – and the series is scheduled to begin March 16.
Along with Brine, a Milford company that makes athletic equipment for such sports as lacrosse and that New Balance acquired in 2006, New Balance said it will donate roughly $60,000 worth of gear to the school.
The SeasonInTheBalance website includes a feature called “Locker Room,” where website visitors can learn more about the gear featured in the documentary and link to online retailers that sell those products, New Balance said.
Company spokeswoman Kristen Sullivan said the “Season in the Balance” initiative is part of an effort to reach out to high school athletes. While lacrosse is a sport “growing by leaps and bounds,” it’s also small enough that New Balance’s marketing effort can be expected to “make a big impression” and generate a lot of noise within lacrosse circles, she said.
Canandaigua Academy was chosen from among a large pool of applicants because of its “passion” for lacrosse and its “long heritage” in the sport, Sullivan added.
New Balance, a private company that has annual sales of roughly $1.6 billion, has long been known for unusual marketing campaigns. Many of its rivals have paid big bucks to famous athletes to promote their products, but New Balance once mounted an ad campaign with the slogan, “Endorsed by no one.” Its current marketing slogan is “LOVE/hate. This is the New Balance.”