This campaign aims to refresh New Balance’s existing brand identity to resonate with a younger audience while continuing to deliver the perfect blend of style and function that athletes have been relying on since 1906. This doesn’t mean establishing the brand itself as the source of power and confidence for customers, but rather as athleticwear that unleashes and celebrates the individuality and power already within each person wearing their clothing. This emphasis on personal expression and empowerment is translated through inclusive messaging, bold colors, and photography featuring clothing both as athleticwear and streetwear.
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