VMLY&R: New Balance independent since 1906


VMLY&R: New Balance independent since 1906

A rebrand celebrating more than a century of independence

The sports industry is all about performance, celebrities and million-dollar productions. For a challenger brand like New Balance, it’s hard to stand out. 

As the first piece of work for New Balance since they were appointed as global lead brand agency, VMLY&R went back to New Balance’s heritage of independence and non-conformism for inspiration. 

The new positioning, “Fearlessly Independent Since 1906”, differentiates New Balance from competitors by celebrating its 112-year-old individuality. 

Encompassing contemporary new branding, VMLY&R also developed a new tone of voice and rolled it out globally across all touch points.

The "Fearlessly Independent Since 1906" brand platform will cover all consumer touchpoints, including new ecommerce typography and packaging. 

While digital only in the U.S., the global campaign will include out-of-home and TV in markets such as Japan.

Read more on vmlyr.com