EHC Global (EHC), a leading manufacturer of components and integrated solutions to the vertical transportation industry, is pleased to announce that New Balance Athletics, Inc. has recently implemented EHC’s patented ADRail™ escalator handrail film platform as part of their interactive and hands-on New Balance Training branding campaign at the Sports Experts flagship store in downtown Montréal, Canada.
The New Balance Training footwear and apparel campaign was launched on January 25 and features EHC’s patented ADRail™ handrail film technology. ADRail™ is installed directly over the escalator handrail by an EHC-trained and certified technician. The installation and removal process is quick (approximately 60 minutes to install and less than 30 minutes to remove) and does not compromise the performance or service life of the escalator handrail. To date, EHC and its global network of licensees have completed over two thousand ADRail™ installations worldwide.
“ADRail™ was specifically developed by EHC Global for short-term advertising, branding and safety campaigns on escalators and moving walks within retail environments, convention centres, shopping malls, airports and other public spaces,” says Jeno Eppel, President and Chief Executive Officer of EHC. “Our innovative and proven ADRail™ solution can literally transform a ubiquitous black handrail into an attention-grabbing, dynamic and memorable tactile branding experience.”
Additional New Balance Training campaign elements include custom graphics on the escalator balustrades, footwear display tables in all Sports Experts locations, a digital campaign streamed on Sports Experts-owned channels, and custom NB Training videos that will be run in-store on digital screens and on social media channels.
“For New Balance, branding a prominent (and unconventional) section of retail space within this experiential store format with EHC’s innovative ADRail™ solution provided an opportunity to delight consumers, adding a tactile branding element to the overall Training campaign,” says Mark Wasserman, Marketing Manager of New Balance Athletics, Inc. “The larger than life activation allows consumers to see and engage with our brand and get inspired on their path to purchase, and adds to other great consumer activations like the NB Stride I.D. 3D foot scanning technology which is situated on the third floor.”
In May 2017, Sports Experts (www.sportsexperts.ca) officially reopened its downtown Montréal store on the corner of Sainte-Catherine and Mansfield. The $10-million investment included the addition of a third floor, the modernization of two existing escalators and the integration of the latest technologies, including smart mirrors equipped with motion sensors, an indoor track, a New Balance shoe lab, and multiple HD video walls. The 60,000-square-foot store is now the largest Sports Experts store in Quebec. A division of FGL Sports Ltd., Sports Experts has been the go-to retailer for active Quebecers for nearly 50 years and features more than 105 stores in the province.
EHC Global is a proud and long-standing provider of escalator handrail and other lift solutions to leading sporting goods brands and retailers around the world including Bass Pro Shops, Cabela's, Champs Sports, Dick's Sporting Goods, Foot Locker, Mike Sport, Modell's Sporting Goods, Nike, Scheels, Sport Chek, Sportarena, Under Armour and Viladomat.
About EHC Global Inc.
Established in 1977, EHC Global Inc. (EHC) is a leading manufacturer of handrails, rollers and lift components for escalators, elevators and moving walks. Each day, EHC helps millions of people all over the world move safely and comfortably in public transit systems, shopping centers, airports, office buildings, hospitals, condominiums and other metropolitan spaces. EHC is committed to developing sustainable solutions that optimize safety, enhance value and meet the challenging demands of OEMs, designers, building owners and facility managers. To accomplish this, EHC employs top material scientists and engineers and continues to invest in R&D, product development, and next-generation polymer and composite extrusion technology. EHC has manufacturing and distribution facilities in Canada, Germany, Spain, France, Brazil and China and a global network of sales offices including Barbados, Mexico, Slovakia, United Kingdom and the USA as well as EHC partners in all major markets globally. For more information about EHC, visit www.ehc-global.com.