NEW BALANCE CELEBRATES INDEPENDENT WOMEN WITH AN ANTHEM VIDEO THAT ADDS FIRE TO THEIR SOUNDTRACK
Global athletic leader New Balance debuts a music video today that celebrates the intersection between music and running culture to inspire women who relentlessly push boundaries and shatter their goals. This video represents a unique story of four of NB’s female runners who are “in Pursuit”, paired with an all-female band of musicians called BEGINNERS. The work was led by a female director and an all-female creative team at VMLY&R. This video kicks off a campaign for the Fresh Foam cushioning platform highlighting the data-driven technology, empowering runners to run their fastest without unnecessary weight holding them back.
“Through this high-energy music video, we are not only bringing to life the momentum of the song to encourage physical movement, but we hope to tap into an inner drive and momentum of women in their own personal pursuits,” says Allie Tsavdarides, New Balance Director of Global Marketing. “We are all on a journey; our goal for this project was to channel the potential energy in each of us and to encourage all of you amazing women to keep rocking.”
Featured in the video are four New Balance female runners, Lisanne de Witte (sprinter, Netherlands), Stephanie Garcia (steeplechase, US), Cory McGee (middle distance, US) and Bev Ramos (middle/long distance, Puerto Rico). The “in- pursuit” stories of each athlete working to unleash the best version of themselves will be highlighted on @NBWomen, @NBRunning and @NewBalance on Instagram and on newbalance.com.
The anthem video features a song from BEGINNERS x Night Panda called “Start a Riot” that drops today in conjunction with the music video. BEGINNERS is led by bassist and lead singer Samantha Barbera. Barbera and the band strive for honesty and authenticity in their music in an industry that often pushes musicians to conform to trends. New Balance shares and supports this mentality of defying convention and staying true to independent thinking and self-expression.
The video is directed by Lauren Sick and produced by Tessa Films. Sick is a Brooklyn-based director whose work spans lifestyle, sport, music and fashion. With a background in theater and movement, she focuses on bringing human expression and raw emotion to the forefront of her work. Sick believes that the right combination of sight and sound has the power to move, empower and inspire, which comes through in her work with New Balance.
The Fresh Foam Zante Pursuit, featured in the video, is a lightweight and breathable running shoe featuring a full length Fresh Foam midsole that is laser engraved with data-driven perforations for enhanced cushioning. The hypoknit upper creates a dynamic fit and is engineered in specific zones to create areas of more support where it is needed most. The Fresh Foam Zante Pursuit’s MSRP is AED 499.00 and is available to purchase now across the GCC at leading retailers such as Go Sport, Sports Corner, and Intersport and all New Balance stores.
For more information, visit New Balance on Instagram, Facebook, Twitter and Snapchat @newbalancegcc and join the conversation using #FreshFoam.
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. Manufactured in the U.S. for over 75 years and representing a limited portion of our U.S. sales, New Balance Made U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 6,000 associates around the globe, and in 2017 reported worldwide sales of $4 billion. To learn more about New Balance, please visit www.newbalance.com and for the latest press information please visit http://newbalance.newsmarket.com.