My Trainers Just Broke Up With Me...No I Don't Want To Talk About It

New Balance is attempting to hook a younger audience with their new "LOVE/hate" campaign. The campaign is part of a larger plan to nearly double its athletic shoe and apparel sales, in part by tripling the company's spending on marketing.

The sub-text of the ads is that running makes someone a better athlete, yet many young athletes have a love-hate relationship with running. It's a clever take of the rocky and sometimes flighty relationships we've all experienced in high school - intense, and sometimes short-lived...but nonetheless are learning experiences that make us better people, right? I think that's what they're going for.

The ad campaign was created by the company's new ad agency BBDO New York to show that New Balance is dedicated to reducing the hate and growing the love of running. Although they refused to disclose the size of its budget for the love/hate campaign, the company has a long-term goal of $3 billion in global sales by 2012

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