Only New Balance Can Say, “Fearlessly Independent Since 1906”

Boston-based New Balance is a different kind of sports brand that attracts a unique type of athlete—the team player who also thinks for themselves and isn’t afraid of taking a stand.

The company’s products are not worn by every kid on every corner. The company’s new agency—VML in Kansas City—is working to change that.

VML has captured the essence of the brand in this new campaign. The timing of this new message is also interesting, as the culture is drowning in partisan politics. If you think of Nike and Adidas as the Republicans and Democrats, you can easily see how both are wrong, and a new answer is needed.

Interestingly, the majority of New Balance’s sales are overseas. Also interesting, and a key point of difference for New Balance…they make most of their shoes at home, in America.

The privately held company had $3.8 billion in revenue in 2016, up 3 percent from 2015.