New Balance announced a multi-year sponsorship with the MIT Media Lab. The Media Lab will be used as a tool to spark creativity within New
Balance’s Studio Innovation Center, based in Lawrence, MA.

“Our relationship with the MIT Media Lab gives our engineers, designers and product managers the opportunity to collaborate with professors and students from one of the world’s most innovative graduate research programs,“ said Katherine Petrecca, New Balance manager of studio innovation, in a release. “This relationship is an important tool in fueling our long-term innovation agenda at New Balance.”

MIT Media Lab Director Joi Ito said New Balance will help the Media Lab “continue to push the boundaries of traditional academic frameworks, and think about science and technology in different ways.”

“We’re looking forward to the input that New Balance will bring with their expertise in areas such as athletic footwear and apparel,” Ito said.