Launched in February and fronted by tennis phenomenon Coco Gauff and actor musician Jaden Smith, New Balance’s ‘My Story Matter’s campaign promotes its Black History Month signature collection and seeks to elevate black experiences.
Conceived, designed and executed by a team of black associates at the Boston based sportswear brand, the collection itself features ‘My Story Matters’ hoodies and t-shirts in fresh purple-centric colourways of the 574 and 990 that were inspired by a core institution in the community: the church and specifically the purple robes so often worn by gospel choirs on Sundays.
The promotional campaign, including the hero video and supporting imagery, features two of New Balance’s top young brand ambassadors in creative which seeks to promote creativity and self-expression and to showcase the brand’s commitment to ‘leading with purpose’ and ‘letting the voices within its own family be heard’.
The creative was concepted, directed and executed in harness with Creative Director Dapper Lou who drew references for the script and visual direction from nature and its colours.
The content also seeks to drive viewers/consumers to learn more about New Balance’s commitment to Diversity, Equity & Inclusion on its bespoke website at https://www.newbalance.com/responsible-leadership/who-we-are.html.
The apparel collection became available on 15 February on www.newbalance.com and through the Foot Locker family of brands (including Foot Locker, Kids Foot Locker, Champs Sports, Eastbay and Footaction).
“This Black History Month takes on a new meaning and importance in light of the events of this past year,” commented New Balance Senior Product Manager for Lifestyle Apparel Chavon Cham. “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.”
“Overall, we went into the production of this campaign with an energy of expression and celebration of Black accomplishments,” said Creative Director Dapper Lou.
“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,” added 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.”
Comment:
The initiative aims to bring to life New Balance’s mission to demonstrate responsible leadership, build global brands and products that athletes are proud to wear, associates are proud to create and communities are proud to host.
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