New Balance to challenge Nike with its biggest advertising campaign ever

New York

NEW Balance is planning an advertising blitz that is twice as big as any in its 109-year history, taking aim directly at Nike Inc.

On Wednesday, the sneaker company will begin its first global campaign, including television spots throughout the US and other large markets - an attempt to become a truly international, multisport athletic brand like its rival with the Swoosh. While long known for running shoes and casual footwear, New Balance has recently branched out into soccer, baseball, tennis and cricket.