New Balance partnered with Genies, the maker of avatars, on the launch of the Fresh Foam Roav shoe. As part of the collaboration, mobile users who download the Genies app can customize their digital selves by selecting from the first athletic brand “wheel,” including New Balance footwear and apparel.

The Genies mobile app invites users to mirror their idealized digital selves by selecting from over a million options on everything from personality type, likes and dislikes, skin tone, eye color, hair style and now, New Balance footwear and apparel including the new Fresh Foam Roav. Once users “clone” themselves, Genies can be integrated into dozens of messaging apps where avatars can express human emotion through gestures, motions and facial expressions. Similar to searching emojis using keywords such as “running” or “shoes”, users are presented with branded New Balance gestures and motions that can be inserted into a conversation thread.

“We couldn’t think of a better brand to work with to engage customers in a new way via the emerging avatar world,” stated Akash Nigam, CEO at Genies. “Our collaboration with New Balance gives consumers a fully immersive experience around new product and the brand itself.”

Multiple New Balance athletes including CoCo Gauff, Darius Bazley, Gabby Thomas, Francisco Lindor and many more joined Genies’ extensive Verified athlete roster. Each Verified New Balance athlete will come to life on New Balance’s social channels introducing the Fresh Foam Roav and celebrating a special moment pertaining to the athlete’s competitive calendars.

“The next generation of athletes are more connected to their fan base than ever before through the use of social media. Our collaboration with Genies enables this same connectivity through self-expression, a core principle of our Fearlessly Independent mindset. Fans and new consumers can explore New Balance’s latest footwear & apparel all while staying connected to their vast social network.” said Chris Davis, vice president, global marketing and sports marketing at New Balance.