Concepted, designed and executed by a team of Black associates at New Balance, the new collection features one-of-a-kind colorways of the 574 and 990 that draw inspiration from a core institution in the Black community: the church. The vibrant purple that serves as the focal design aspect of the collection alludes to the purple robes worn by many gospel choirs every Sunday. In addition to footwear, the collection includes an apparel line consisting of hoodies and t-shirts all featuring ‘My Story Matters’ across the chest and back. For allies looking to express their solidarity, New Balance has also created versions of the same apparel pieces that read ‘Their Story Matters.’
“This Black History Month takes on a new meaning and importance in light of the events of this past year,” says Chavon Cham, Senior Product Manager for Lifestyle Apparel at New Balance and one of the main collaborators behind the collection. “We wanted to create a collection that celebrates the power of Black stories, both in name and design. ‘My Story Matters’ drives home the core truth that every Black story has value and deserves a chance to be heard.”
The visual content and videos were concepted, directed and executed in collaboration with acclaimed creative director, Dapper Lou, who drew references for the script and visual direction from nature and its colors. “Overall, we went into the production of this campaign with an energy of expression and celebration of Black accomplishments,” says Dapper Lou.
Two of New Balance’s top brand ambassadors, actor, musician and activist Jaden Smith and tennis phenom Coco Gauff, are featured in the campaign creative, showcasing New Balance’s commitment to leading with purpose and letting the voices within its own family be heard.
“With the ‘My Story Matters’ collection, we seek to celebrate the unique diversity and resilience of our culture, not only during Black History Month but throughout the year,” says Jordan Johnson, Associate Product Manager, Collaboration & Energy at New Balance. “We want to remind today’s Black youth that even in the midst of everything going on there is so much to be proud of, and we’re committed to ongoing involvement, mentorship, and allyship to elevate our collective voices.”
Starting Monday, February 15, the ‘My Story Matters’ apparel collection and 990 will be available on www.newbalance.com .
To learn more about New Balance’s commitment to Diversity, Equity & Inclusion, please visit: https://www.newbalance.com/responsible-leadership/who-we-are.html