New Balance deepens its commitment to lifestyle
27/10/2008
Athletic brand New Balance has appointed two new creative directors and hired a new advertising agency to help it make take its lifestyle apparel business forward.
It has appointed Savania Davies-Keiller and Roberto Crivello, founders and designers of the high-tech fashion brand DDCLAB, as creative directors for New Balance. They have won a reputation for using innovative textile technologies to create shoes that suit twenty-first-century lifestyles.
“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 colour,” said Ms Davies-Keiller after the announcement.
A full range of New Balance Lifestyle shoes under the new team’s direction will launch for spring 2009, however, select footwear designed by the duo will be available this autumn at DDCLAB's newly built store located in the Soho district of New York City and will be available at additional top retail locations including DDCLAB, Collette Paris, Barney's, Isetan and Fred Segal among others.
The brand has also appointed New York advertising agency Mother to work on the account for its lifestyle category. Joe Casagrande, general manager of New Balance Lifestyle, said on announcing the development: “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. The amplified role of two talented creative directors complemented 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.”
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