The sports industry is all about performance, celebrities and million dollar productions. For a challenger brand like New Balance, it’s hard to stand out. Even more so when the brand perception is not actually aligned with its original spirit.
Our objective was to elevate New Balance’s identity out of the category’s sea of sameness to communicate its independence. This identity would serve as the foundation of all visuals globally —spanning every region, channel and product.
We went back to New Balance’s heritage of independence and non-conformism for inspiration to create a complete rebrand. “Fearlessly Independent Since 1906” is a clean and minimalist approach, with an editorial look and feel. We also refined the language, developed a new tone of voice and made it global across all touch points for years to come.