New Balance names new creative directors and branding agency

New Balance continues its commitment to evolving the company's Lifestyle category this fall by announcing two Creative Directors and the hiring of renowned branding and advertising agency, Mother New York.

BOSTON (October 17, 2008) –New Balance continues its commitment to evolving the company's Lifestyle category this fall by announcing two Creative Directors and the hiring of renowned branding and advertising agency, Mother New York.

New Balance has named Savania Davies-Keiller and Roberto Crivello, founders and designers of the high-tech fashion brand DDCLAB, as Creative Directors for New Balance. In their new role, Davies-Keiller and Crivello will set the creative direction for the sneaker brand's lifestyle category through their vision and innovative design approach.

The move to work with New Balance is a logical one for both Davies-Keiller and Crivello, who designed a well-received capsule collection for the brand for fall '08. In their new role, the two will deliver global products that seamlessly combine expert design and innovation. Their high-performance designs use breakthrough fabric technologies and inventive materials to create pieces that compliment a 21st century lifestyle.

"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. For example,” says Davies-Keiller, "fall '08 includes fabrics such as aluminum coated rip-stop and steel infused nylons, soft gloved leathers and unique meshes.”

The full range of New Balance Lifestyle shoes under Davies-Keiller/Crivello's direction will launch for spring 2009, however, 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. Retail prices will start at $100 and will be available at additional top retail locations including DDCLAB, Collette Paris, Barney's, Isetan and Fred Segal among others.

Further augmenting the brand's commitment to the Lifestyle category, renowned global agency, 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.”

Proving the lifestyle industry's hunger for the fully integrated brand experience will be evident as Mother works to showcase the fusion of Davies-Keiller/Crivello's innovative textile and color expertise with the heritage authority New Balance has in the footwear market. "There will be a great tale to tell as we help to shape this pioneering idea,” stated Linus Karlsson & Paul Malmstrom, partners at Mother. "We plan to work collectively to revitalize and lead the global fashion market by bringing New Balance Lifestyle to the forefront of the category. Consumers can expect to see compelling New Balance Lifestyle products and compelling New Balance Lifestyle consumer experiences.”

About New Balance
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance employs more than 4,000 people around the globe, and in 2007 reported worldwide sales of $1.63 billion. For more information please visit

About Mother
Mother is a modern creative company at the intersection of advertising, graphic design, packaging, interactive, experience/events and product development. Mother New York is part of a ten-year old, independent global agency idea, which includes offices in London and Buenos Aires (Madre).
Mother New York's clients include LVMH (10 Cane), Johnson & Johnson (Rembrandt, KY, St. Johns Aspirin), Dell Computers, Coca Cola Company (Full Throttle) and NBC. Additionally, Mother creates everyday products like chewing gums, mints and books in collaboration with Blue Q. Mother also recently sold their innovative Dogmatic Gourmet Sausage System and helped open the new fast-food restaurant concept in NYC.


New Balance to launch 574 Clips

BOSTON (September 15, 2009)− From the heritage of the 574, New Balance introduces the 574 Clips Collection. This staple New Balance silhouette is crafted into a new innovative style, which continues to inspire the blend of design with function. While the 574 silhouette’s heritage more

New Balance NBx Burnout Tee Named "Best Top" by Health Magazine

BOSTON, June 30, 2009 – New Balance announced today that Healthmagazine has named the New Balance NBx Burnout Tee a “2009 America'sHealthiest Fitness Award” winner for Best Top. Health editors praise the NBx Burnout Tee for its “fast-drying and cooling mesh with UV more

New Balance Adds Chris Passarell to Global Marketing and Brand Management Team

BOSTON, November 17, 2008 – Boston-based New Balance announces the additionof Chris Passarell as Senior Marketing Manager Global Sports. Chris willlead Integrated Marketing for the Performance SBUs (Running, Sport, Outdoorand Kids) and Creative Services.Passarell was most more

New Balance named to "World's Most Ethical Companies" list by Ethisphere Magazine

Boston (May 11, 2007) – New Balance Athletic Shoe, Inc. was named one of the World's Most Ethical Companies this week by Ethisphere Magazine, a national publication dedicated to illuminating the important correlation between ethics and profit. The elite list of companies were more

New Balance strengthens product management team

BOSTON, October 8, 2008 – Boston-based New Balance announces two keyadditions to enhance its product management team. Tom Carleo has beennamed General Manager for the Running and Outdoor Business Units and MarkCavanaugh will be Strategic Business Unit Manager for Sport & more

Sasquatch Adds New Creative Director to the Fold

PORTLAND, ORE. (January 27, 2010) — Today, full-service marketing agency Sasquatch announced the addition of Patrick Mullins to its growing team, as the agency's Creative Director. Patrick's extensive resume includes lengthy stints as Group Creative Director at Publicis of the more

New Balance acquires Vital Apparel

BOSTON – New Balance announced today that it has acquired the Vital Apparel Group, one of the leading active apparel companies in the United States, based in New York.“Our acquisition of Vital gives us significant opportunities to accelerate the growth of New Balance more


New Balance Launches "Total Fit" Global Brand Campaign

BOSTON, March 5, 2009 – Global athletic leader New Balance debuts a brand campaign this month that reinforces the brand’s heritage in performance running and introduces its Total Fit™ philosophy, the complete dedication to achieving the perfect fit. The Total Fit™ campaign more

New Balance Wins Landmark Lawsuit in China Against Counterfeit Brand

BOSTON – Global athletic footwear leader New Balance Athletic Shoe, Inc. announced today that it had won a significant trademark infringement lawsuit in China against Chinese footwear maker Qiuzhi Footwear. The court awarded New Balance a monetary award of 600,000 RMB (USD more