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New Balance debuts new brand initiative

Athletic apparel company New Balance has begun a new international marketing initiative called "Fearlessly Independent Since 1906." The branding effort focuses on the heritage and values of the company. It includes a new visual identity that will be used on all of the brand's global communications, as well as an advertising campaign called "Declare Your Independence." The campaign creative features seven athletes who describe their personal efforts to be independent. These executions take the form of online videos posted to the brand's social media pages as well as its website.

A content marketing component will make use of documentary-style videos and articles about the athletes. These will appear on online media properties including Bleacher Report, Refinery29 Uninterrupted and Vice.

The brand initiative was developed by VML, while the ad campaign was created by Ace Content.

"Today's society is often defined by conformist actions and we believe consumers are looking for authentic, real brands that defy convention," said Chris Davis, vice-president of global marketing at New Balance. "We want to recognize and celebrate the notion of individuality through true independents who are changing the game. Our goal is to inspire consumers across the globe to unleash the best version of themselves."

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