• by Steve McClellan  @mp_mcclellan, February 7, 2018

New Balance has unveiled new branding and a campaign to showcase it.

VML created the company’s new brand communication platform, dubbed “Fearlessly Independent Since 1906," designed to reflect the "heritage and non-conventional value of the global sports company,” according to the agency.

The platform includes a new visual look including redone typography and iconography for all channels.

The first campaign (from Ace Content of NYC) showcasing the new brand platform is called "Declare Your Independence" and features a handful of New Balance brand ambassadors including Francisco Lindor, Rose Lavelle and Paul Rabil among others.

Available at newbalance.com and via the brand’s social and YouTube channels, the campaign includes films that highlight how these individuals have stood up to convention through their “independent style, determination and unparalleled persona.”

The campaign is being amplified via global media companies Bleacher Report, Refinery29 Uninterrupted and Vice, among others. These media outlets will deliver documentary-style films,  articles and social videos around a number of New Balance athletes.

“Today’s society is often defined by conformist actions and we believe consumers are looking for authentic, real brands that defy convention,” says Chris Davis, New Balance Vice President of Global Marketing. “We want to recognize and celebrate the notion of individuality through true independents who are changing the game. Our goal is to inspire consumers across the globe to unleash the best version of themselves.”