NEW BALANCE LANCERER "FEARLESSLY INDEPENDENT SINCE 1906" - GLOBAL BRAND PLATFORM SOM FORTÆLLER HISTORIEN OG UDFORDRER NUTIDEN OG SAMFUNDETS STATUS QUO.

Det globale sportsbrand, New Balance, lancerer Fearlessly Independent since 1906 – en ny inspirerende global brand platform, der afspejler brandets arv og historie med de ikke-konventionelle værdier. Platformen indeholder en ny visuel identitet med særskilt typografi, der sikrer synlighed gennem den integrerede Declare Your Independence marketing kampagne.

”Hos New Balance er vi overbevidste om, at vores markedsføring må afspejle vores Brand DNA gennem et autentist indhold der inspirerer til individualitet og selvtillid. Som privatejet virksomhed har New Balance altid arbejdet mod målrettede valg om at opretholde en del af vores håndarbejde, der både viser mod og uafhængighed, siger Chris Davis, Vice President, Global Marketing. I alt hvad vi gør, er vores mål at lede med karakter, skabe produkter med den bedste kvalitet og innovation der bidrager til et bedre samfund.”

Declare Your Indepence lanceres den 7. Februar og viser vores brands unikke karakter gennem vores arbejde med ambassadører. Velkendte profiler som Francisco Lindor, Rose Lavelle, Paul Rabil, Jürgen Klopp, Brenda Martinez og PJ Ladd tydeliggører hvordan de definerer selvstændighed. Via newbalance.dk, YouTube og vores sociale medier findes film som fremhæver hvordan disse personligheder har trodset konventionerne gennem deres eroberende stil, beslutsomhed og uovertruffen personlighed.

”Dagens samfund defineres ofte af konventionelle handlinger. Vi tror at forbrugerne leder efter autentiske, ægte brands som trodser disse konventioner”, siger Davis. ”Vil vil definere og fejre individualiteten gennem uafhængige personer som er med til at forandre spillet. Vores mål er at inspirere forbrugerne verden over, til at frigøre den bedste version af dem selv”, siger Davis.

Kampagnen forstærkes via globale medier som Bleacher Report, Refinery29, Uninterrupted og Vice blandt andre. Disse medier leverer små dokumentarfilm, overbevisende artikler og sociale videoer omkring New Balance atleterne Francisco Lindor, Temba Bevuma, Brenda Martinez og Paul Rabil. Inspirerende historier der fokuserer på hvordan disse verdensklasse atleter har overvundet udfordringer og trodset standarder for at komme videre i deres udvikling.

Kampagnens sociale elementer belyser karakteren hos New Balance-atleterne og inspirerer forbrugerne til at tænke over hvordan de vil erklære deres uafhængighed, stå op imod udfordringerne og skille sig ud fra mængden med hjælp af hashtagget #FearlesslyIndependent.

Det globale markedsføringsbureau VML har skabt den nye brand platform og visuelle identitetsmanual. Ace Content of NYC skabte ”Declare yourself”-kampagnen.

For mere information om kampagnen, besøg www.newbalance.dk/FearlesslyIndependent eller følg brandet på Instagram og Facebook @newbalance og @newbalancedanmark og deltag i samtalen via #FearlesslyIndependent.

Jan Cederfont, Marketing Manager Scandinavia, New Balance, jan.cederfont@newbalance.com

Declare Your Independence Campaign Background:

Declare Your Style – Cleveland shortstop Francisco Lindor arrived in American at age 12 from Puerto Rico unable to speak English. Now a confident and charismatic All Star, Lindor’s never forgotten his Puerto Rican roots and remains true to his strength of character and unique sense of style — something he brings to everything he does.

Declare Your Drive –Paul Rabil is considered by some to be the #1 lacrosse player in the world. Deeply passionate about growing his sport, he is involved in the business of lacrosse as much as playing it; constantly growing it and doing everything he can both on and off the field to drive its future.

Declare Your Future – Dedicating herself to learning every aspect of the game, American soccer player Rose Lavelle made education of equal importance in her training. Instead of dropping out of college to go pro, Lavelle kept her academics on par with her sport and conquered both.

Declare Your Character – Jurgen Klopp has always had soccer in his blood. After spending 15 years as a professional player, he found his true calling in inspiring others to greatness as the manager of one of the world’s most storied football clubs, Liverpool FC.

Declare Your Path – Middle-distance world medalist runner Brenda Martinez grew up with humble means in a California community. Her passion started through a running club despite only having cut-off jeans and shoes too big for her feet. Martinez hosts running camps for young girls to give them the chances she didn’t have growing up.

Declare Your Victory - PJ Ladd has been innovating in the world of skateboarding since he was 8 and growing up in Boston. Despite long months of unfriendly skate weather, Ladd continued to practice under adverse conditions, using the inside of his father’s auto body garage for refuge.

Declare Your Craft - The film features a New Balance worker stitching an athletic shoe at the company’s Lawrence, MA factory as a nod to the brand’s long-standing commitment to maintaining a portion of its manufacturing in the United States.

*The anthem video’s soundtrack is by Los Angeles-based NVDES, a multi-genre art music project by Josh Ocean that creates songs through freeform creative jam sessions that allows each song to have its own unique elements.

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