New Balance teamed up with Senegal and Liverpool FC forward Sadio Mane for a multi-channel marketing campaign leveraging its team and player tie-up at the 2022 Africa Cup Of Nations called ‘The Lions Roar’.
The centrepiece of the campaign is a new pair of New Balance football boots customised for Mane via a fiery orange and blue colourway with a lion logo on the heels to reflect the Senegalese national team nickname ‘The Lions of Teranga’.
Sadio Mane will be wearing these special edition New Balance boots at #AFCON2021 pic.twitter.com/KaP4uFJTaq
— GOAL (@goal) January 10, 2022
Created especially for the Liverpool attacker to showcase whilst playing for Senegal at the Cup of Nations, the boots’ laces read ‘The Lion Roars: Sadio Mane’, while there are also several illustrations of Mane celebrating on the soul of the boots.
The boots are the focal point for a global New Balance marketing campaign called ‘The Lion Roars: Sadio Mane’ which debuted on 6 January and which states that ‘For all of Senegal, The Lion Roars. This is Sadio’s time.’
The campaign is spearheaded by a lead spot running on television and online and the hero spot is supported by additional social content running across the brand’s own channels amplified by the player’s personal platforms.
Comment
Running under the brand’s ongoing ‘We Got Now’ platform, this campaign follows on from previous notable New Balance marketing initiatives fronted by Mane including 2020’s ‘We Got Now‘ and 2019’s ‘Unreal‘.
Senegal’s Cup of Nations campaign got underway on 10 January with a 1:0 win over Zimbabwe with the only goal scored by Mane who has now netted 27 times in 81 games since making his Senegal debut in 2012.
The 2022 Africa Cup Of Nations is hosted by Cameroon and runs from 9 January to 6 February 2022 and Senegal will hope that it can go one better than the previous tournament when it lost in the final to Algeria.
The CAF Africa Cup of Nations, officially the ‘Coupe d’Afrique des Nations’ and the ‘TotalEnergies Africa Cup of Nations’ is the main international men’s association football competition in Africa.
Leave a comment
You must be logged in to post a comment.