Real-time broadcasting and commerce company Brandlive announced that it would be partnering with New Balance for a four-day campaign to debut additions to the shoe company’s 880 line.
Through Aug. 14, Brandlive will introduce retailers and New Balance to the sneakers, and New Balance will use the platform to train field representatives and brief them on the new line of shoes.
“Brandlive’s online video and social platform gives our omnichannel marketing a powerful and consistent means of visually connecting with fans and customers, bridging the gap between in-store and online,” New Balance spokesperson Tom Taylor said. “I can’t think of a better way for us to tell the fantastic story of the new 880.”
On Aug. 14 at 7 p.m. EDT, New Balance product experts will debut the new shoes in a broadcast sent to 50 U.S. sporting goods and running stores, using Brandlive to broadcast and aggregate social feeds, chat and e-commerce.
“We’re extremely excited to see the way New Balance is using our platform to combine both in-store and online conversations into a single engaging event,” said Brandlive CEO Fritz Brumder said. “We’ve been privileged to work with a who’s-who of brands to help each better connect with customers online, driving both engagement and sales conversions, but New Balance is adding a unique live retail component to leverage the best of both in-store and online.”