New Balance announced the launch of “Fearlessly Independent Since 1906,” its new inspirational global brand communication platform that reflects the heritage and non-conventional values of the global sports company.

The platform includes a new visual identity system with distinct typography and iconography across all of the brand’s global communication and distribution channels, and will be brought to life to consumers for the first time through the integrated Declare Your Independence marketing campaign.

“At New Balance, we firmly believe that our marketing must be a reflection of our organizational values and realize our brand’s DNA through authentic content that inspires both individuality and confidence. As a privately held company, New Balance has traditionally made purposeful choices like maintaining a limited portion of our domestic manufacturing that defy convention and demonstrate both courage and independence,” said Chris Davis, New Balance vice president of global marketing.  “In all that we do, our goal is to lead with character, create product with unparalleled quality and innovation and set new, elevated standards in our global communities.”

The Declare Your Independence campaign debuts February 7 and showcases the unique character of the brand through seven New Balance ambassadors including Francisco Lindor, Rose Lavelle, Paul Rabil, Jurgen Klopp, Brenda Martinez and PJ Ladd, illustrating how they define independence for themselves. Available at and via the brand’s social and YouTube channels, the campaign includes long and short films that highlight how these world-class individuals have stood up to convention through their independent style, determination and unparalleled persona. 

“Today’s society is often defined by conformist actions and we believe consumers are looking for authentic, real brands that defy convention,” said Davis.  “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.”

The campaign is being amplified via global media companies Bleacher Report, Refinery29 Uninterrupted and Vice, amongst others. These media outlets will deliver rich documentary-style films, compelling articles and social videos around New Balance athletes Francisco Lindor, Temba Bevuma, Brenda Martinez and Paul Rabil. These inspiring stories focus on how these top-tier athletes overcame challenges and defied standards to change their game.

The social elements of the campaign highlight the independent nature of New Balance athletes, inspire consumers to state how they declare independence from the expected, stand up to challenges ahead and set themselves apart from the status quo using the hashtag #FearlesslyIndependent. 

Global marketing agency VML created the brand’s global Fearlessly Independent Since 1906 communication platform and visual identity system. Ace Content of NYC created the Declare Your Independence campaign.

Photo courtesy New Balance