New Balance has hired two creative directors and named Mother New York as its branding and advertising agency for its lifestyle category.


New Balance has named Savania Davies-Keiller and Roberto Crivello, founders and designers of the high-tech fashion brand DDCLAB, as creative directors for the sneaker brand’s lifestyle category.

“Our main goal with New Balance Lifestyle is to deliver shoes that can be worn to support an active lifestyle with a focus on design material and color,” said Davies-Keiller.  “For example, fall 08 includes fabrics such as aluminum coated rip-stop and steel infused nylons, soft glovedleathers and unique meshes.”

The full range of New Balance Lifestyle shoes under Davies Keiller/Crivello’s direction will launch for spring 2009. Select footwear designed by the duo will be available this fall at the newly built New Balance shop-in-shop located in the Soho district of New York City. 

The company also announced that Mother has been signed on as New Balance’s global agency of record to support the Lifestyle category of the business.

“As we continue to shape and evolve our Lifestyle category, it is imperative to have the right agency on-board helping us to grow and define our footprint,” stated Joe Casagrande, general manager, New Balance Lifestyle.

Casagrande adds, “The amplified role of two talented Creative Directors
complimented by the innovation and insight Mother brings to the table helps position New Balance as a brand that is serious about having a significant presence in the global Lifestyle market.”