16 runninginsight.com © 2018 Formula4media LLC.
L
ast week New Balance rolled out a
new global brand platform, "Fearlessly
I nd e p end ent Si nc e 19 0 6." T h e
campaign taps into what the brand
refers to as its "heritage and non-
conventional values."
The campaign features several
brand ambassadors and showcases each indi-
vidual athlete's independent style, determination
and persona. The group includes middle distance
runner Brenda Martinez (pictured at right), as
well as the likes of baseball player Francisco
Lindor, soccer player Rose Lavelle, lacrosse
player Paul Rabil, Liverpool manager Jurgen
Klopp and skateboarder PJ Ladd.
The platform includes a new visual identity
system with distinct typography and iconography
across all of the brand's global communication
and distribution channels.
"At New Balance, we firmly believe that our
marketing must be a reflection of our organi-
zational values and realize our brand's DNA
through authentic content that inspires both
individuality and confidence. As a privately held
company, New Balance has traditionally made
purposeful choices like maintaining a limited
portion of our domestic manufacturing that defy
convention and demonstrate both courage and
independence," says Chris Davis, New Balance
Vice President of Global Marketing. "In all
that we do, our goal is to lead with character,
create product with unparalleled quality and
innovation, and set new, elevated standards in
our global communities." n
NB Declares
Independence in
New Campaign
RUNNING INSIGHT
CLICK TO VIEW A CLIP FROM THE CAMPAIGN
"Fearlessly Independent Since 1906"
