New Balance Launches “Always In Beta” Global Brand Platform

2016-8-27 fashion Fashion


Last week I attended the grand launch of the New Balance Collection at the Athlete’s Co store, The Dubai Mall.

It was an amazing event and we got an opportunity to meet the players from the England Cricket Team, Joe Root, Mark Wood & Ben Strokes.


There were some fun games planned for the store audience and the event was very entertaining.


The brand has launched has launched wonderful athlete collection with fun  and energetic color combos, to accommodate all sporting needs….


More from the Brand

Platform Reinforces Brand’s Performance Sport Strengths and Relentless Drive To Innovate and Improve As Well As Inspire Athletes.


Global athletic leader New Balance debuts a bold new brand platform today – Always in Beta – the brand’s promise to relentlessly improve, to never stop pushing and to always strive for more. At the same time, the brand highlights its focus on inspiring athletes around the world, both professional and every day, to reach for and achieve their goals, and then reset them towards even greater athletic accomplishments.


Always in Beta is true to New Balance’s 100+-year old brand, our performance-based heritage and our core values,” says Rob DeMartini, President and CEO at New Balance.

The cornerstone of the campaign is “The Storm” brand television commercial that represents the unrelenting desire to keep moving forward, to evolve and to progress.


New Balance announces exclusive distribution agreement with the Apparel Group – Global athletic brand leader New Balance announces an exclusive distribution agreement with The Apparel Group, a global fashion and lifestyle conglomerate based in Dubai.


“As New Balance looks to continue its strong pattern of global growth, we believe that partnering with the Apparel Group will give us retail capabilities as well as a partner that believes in the New Balance values of integrity, teamwork and total customer satisfaction,” says Darren Tucker,Vice President for Asia Pacific at New Balance “The Apparel Group has a proven record of successfully partnering with global and more regionally developed brands.”


The multi-year agreement covers the following countries: United Arab Emirates; Kingdom of Saudi Arabia (KSA); Qatar; Bahrain; Oman; and Kuwait.

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