new balance

brand guide

Tabl

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tent

1.0 RESEARCH · STRATEGY · DECISION 1.1 the research.........................2-3 1.2 the swot analysis..................4 1.3 the brand objective..............5 1.4 the target demographics.....6 1.5 the competition....................7 1.6 the creative brief..................8 1.6 the reference.........................9

2.0 CREATIVE DEVELOPEMENT 2.1 the mood boards.................11 2.2 the logo development........12 2.3 the color concept.................13 2.4 the typography....................14

3.0 STYLE GUIDE 3.1 the brand identity...............16 3.1 the color palette..................16 3.2 the logo................................17 3.3 the logo placement.............18 3.3 the typography....................18

4.0 FINAL SOLUTIONS 4.1 the social media...................20 4.2 the print media....................21 4.3 the video media...................22 4.4 the applications...................23 4.5 the e-mail blast....................24 4.6 the magazine covers............25

1.0RESEARCH · STRATEGY · DECISION

1.1 the research1.2 the swot analysis1.3 the brand objective1.4 the target demographics1.5 the competition1.6 the creative brief

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1

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rese

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New Balance is an athletic shoe and apparel company that has donean excellent job of creating a loyal following among middle age andelderly adults. It has maintain its ranking in the top ten among othercompanies in its market but has not been able to gain footing to rankamong the top �ve. This paper examines New Balance's history as acompany and the company trends that have allowed them to thrivefor the last 100 years, the successes of its competitors that have allowedthose companies to accomplish greater pro�ts than New Balance, andthe things that will be needed to attract the New Balance's teen andyoung adult target audience. This paper also discusses possible designconcepts that could be implemented by New Balance to attract newinterest in the company and new fans of the brand. The new designstouch on both a reinvented logo and possible print ad designs thatcater speci�cally to teens and young adults.

ABSTRACT

1.1New Balance is a shoe and sports apparel company that was founded in Massachusetts in 1906 by William Riley who was inspired to create a shoe that would exceed the current level of comfortby basing his shoe on the structure of a chicken foot (New Balance, 2012). For the past decade, New Balance has always ranked among the top 10 sports and athletic shoe and apparel companybut has not seem to rise in the ranks to be come true competition to those that hold the top spots. Based on a New York Times article, New Balance's major competitor Nike completed the 2011year with $3.6 billion in sales while New Balance only madea pro�t of $400 million (Levere, 2012).

New Balance has always prided themselves in producing a product that was both stylish and a�ordable that would meet the wants and needs of the everyday person. For years, New Balance hasstrive to produce ad campaigns that does not involve endorsements from major athletes which may have hundreds of its popularity with the teen and young adult audiences. Although NewBalance has made an impression on its more mature audience and has become the brand of choice for older America, New Balance has failed to make a lasting impression on it younger audienceand has failed to make a connection that would stimulate that part of the target audience to buy into the New Balance brand. Because the youth population is usually the major consumers of sportsand athletic apparel, New Balances is missing out on a major revenue generating audience. This paper will discuss the wants and needs of the teen and young adult consumers and develop an adcampaign that will spark their interest in the New Balance brand and will promote growth in the New Balance company and an increase in yearly revenue.

INTRODUCTION

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1.1

Our philosophy is simple: Listen, learn and re�ne. It's an approach to technology that puts us face to face with world class athletes and everyday athletes alike.It keeps us focused on the goal we share with everyone who runs, walks or competes.

The new brand for New Balance has a variety of products. The company o�ers sports apparel and shoe wear for high performance. New Balance has capitalizeson the shoes of great comfort. These products and items are geared toward the young and the old. The physical �t people who are into walking and running aswell as sports, the New Balance brand is your favorite source. The goal to this campaign, is to be the number one brand on the market as for comfort. The newlogo is to give a new look and the attention that it really needs.

New Balance always has, and always will be, committed to making shoes in the U.S. For over 75 years, we have been committed to creating quality products inAmerica. Join us and the thousands of other American Makers who understand that making things here matters. One out of every 4 pairs of shoes we sell in theUSA is made or assembled here. Where the domestic value is at least 70%, we label our shoes "Made in the USA."

COMPANY OVERVIEW

PHILOSOPHY

The main focus of the New Balance brand is to demonstrate responsible leadership, by building global brands that athletes are proud to wear, associates are proud to create and communities areproud to host. The original name for the company was the New Balance Arch Support company that specialized in manufacturing arch supports and other feet accessories that would improve thecomfort for the citizens of Boston. The very �rst product that was produced was a �exible arch support that was designed to support three points on the feet, this was inspired by the natural designof the chicken foot. Riley discovered that chicken's three-clawed foot resulted in perfect balance. In 1927, Riley made progressions in the company by hiring Arthur Hall as a salesman. Hall workedso hard in the company that by 1934, Hall became a business partner and found that the company would become more pro�table by marketing their products to people whose jobs required themto spend majority of their time on their feet. (New Balance, 2012). In 1956, Eleanor and Paul Kidd purchased the New Balance Company from Eleanor's father Arthur Hall. They continued to sale mainly arch supports until 1960, when they designed and manufacturedthe "Trackster," the world's �rst running shoe that was made with a ripple sole. It also became the �rst running shoe that could be purchased in a variety of widths. "Trackster" gained marketabilitythrough YMCA programs that adopted the shoe as its uno�cial shoe. The "Trackster" was also picked up by college track teams. MIT, Tufts University and Boston University all used the New BalanceTrackster for their cross-country teams. Other colleges and private high schools around the college soon followed suit. In the early years, New Balance's marketing was all done through word-of-mouth or local sports fairs. Sales for New Balance saw no improvement until 1972 when Jim Davis bought the company.During that time, New Balance company was made of 6 people who manufactured 30 pairs of shoes a day and the company sold most of their products through mail-order with a limited amountof US retailers. Davis worked to uphold the company's traditional commitment to individual preferences, customer service and quality products. In 1978, Davis' future wife Anne joined the companyand began to focus on building a culture for New Balance employees and customers. The Boston area surfaced as the center for running that began to stretch across the US. The product line for NewBalance began to grow and sales began to increase. The company grew beyond the US borders and began to make an impact worldwide (New Balance, 2012).

New Balance has several di�erent properties that make them di�erent from the competition. New balance made their �rst pair of running shoes in 1938 and are now he only company that still manuf-actures athletic shoes in the USA. Twenty-�ve percent of shoes that New Balance sales are U.S made or assembled in the US. When the domestic value is at least 70% , the New Balance labels them "Madein the USA" (New Balance, 2012).

New Balance also strives to do improve the world by initiating certain programs that "move the world around us." New Balance is very active in its community and in 2011, New Balance and itsAssociates donated over 4.500 hours on service projects. The company has started an environmental initiative by using shoe boxes that material is made of 100 percent recycled paper and 100percent soy-based inks. The company is also dedicated to its company members by making sure that all associates receive up to 24 hours of job training every year (New Balance, 2012).

3

the

swot

• Upsetting consumers that were happy about the New Balance "Endorsed by No One" branding once used.• Increasing production cost by making things more fashionable.• Decreased American value in the company.• Gaining endorsements may be very expensive.• Unstable American economy• Customer loyalty to competitors.

• Endorsements from popular baseball players some without contracts.• New Balance shoes o�er a wide range of widths and sizes.• 25% of New Balance products are made in the USA.• New Balance Associated donated thousands of hours on service projects.• 100% of their boxes are made from recycled paper.• New Balance associates receive up to 24 hours of job training every year.• New Balance concentrates more on comfort than fashion.

• Endorsements without contracts could stop without warning.• Producing a variety of sizes may have increased cost.• American manufacturing is more expensive.• New Balance devotion to comfort over fashion lessens youth interest in the product.• Most of the foundations that New Balance works with are American foundation and are of little interest to the international market.• Its considered to be the brand for the older.

• Expanding endorsement into other sports.• Creating designs that are both fashionable and comfortable.• Donate time and money to international foundations• Reduce the amount of products manufactured in America.• Sponsoring a team during the Olympics.• Produce ad campaigns that cater to the youth

The SWOT analysis is formed as the Strengths, Weakness, Opportunity and Threats. The methodis geared towards the brand of New Balance. These tools will show the strengths and weaknesswithin the company as well as the bright opportunities and potential threats to the company.The SWOT analysis will take the New Balance Company as a brand to higher aspirations.

OPPORTUNITIES

STRENGTHS WEAKNESS

THREATS

1.2 • Produce a media package that incorporates social media, endorsements from athletes, and team sponsorships• Produce a brand package that caters to the youth.

SWOT ACTION PLAN

4

SWOT

CONCEPT

MISSION

VISION

1.3

The company's vision of corporate social responsibility has grownauthentically from the way we have always conducted business. Wehave a long history of working to create an environment that ourassociates value, giving back to the communities in which we operateand manufacture. While we believe we have accomplished much inour more than 100 years of operation, we acknowledge that there ismuch to learn from our peers in the footwear and apparel industries, as well as from corporate sustainability leaders across the globe.

New Balance aims to become recognized as the world's leadingmanufacturer of high performance footwear and apparel, byconducting our internal and external relationships according tothree core values such as Teamwork, Total Customer Satisfaction,and Integrity. Also, the mission is to promote the new brand forNew Balance on all di�erent levels, The levels of mix media thatwill promote the brand will be social, video, print and applicationson many devices.

New Balance will have a total make over and rebranding ofthe company. The New Balance Company and the new brandidentity will create a new bracket on a high level to stand outamong the rest of the competitors,

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The Everyday AthletesFamilies with children

Middle ClassPeople worldwide

Male and FemaleAges 20-60

35,000-100,000single annual incomeHousehold size of 2.5

TARGET MARKETDEMOGRAPHICS

TARGET MARKET

AthletesPeople that Workout

Sports Apparel WearersAdvocates of Made in the USA

CLUBS AND TRIBES

1.4

6

1.5

Adidas AG is a German multination corporation that designs and manufacturessports clothing and accessories. Adidas headquarters is in Herzogenaurach, Bavaria,Germany. Adidas is one of the top selling brands in sports apparel and shoes amongteens and young adults. They too have spend millions of dollars on endorsements. In2011, Adidas launched and ad campaign that started Nicki Minaj, 2NE1, and JeremyScott (Shepherd, 2012). Adidas has also done advertising by having its brand featuredin games such as Commodore Amiga: Daley Thompson's Olympic Challenge, SonyPlaySation: Adidas power soccer and Commodore 64 ZX spectrum, Amstrad CPC:Adidas Championship Football. Adidas made a pro�t of $19.4 billion in 2012 whichwas almost 12 times more than what New Balance made (Dubia Chronicle, 2012).

Nike, Inc. is a American multinational corporation that is engaged in the developmentand worldwide marketing and selling of footwear, apparel, equipment, accessories andservices. Nike is the world's leading athletic apparel and shoe company and has strivedto achieve its mission to bring inspiration and innovation to every athlete in the world(Nike, 2013). The company has been a major contender in the marketing world byusing multimillion-dollar endorsements deals (Anderson, 2012). Nike's tagline of "JustDo It" and has become an iconic phrase in the United States beyond its usefulness inmarketing for Nike (Brinkman, 2008). Nike achieved a pro�t of $3.6 billion worth ofsales in America in 2011 and $24.1 billion worldwide while New Balance only made apro�t of $400 million in America.

NIKEADIDAS

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THE IMPORTANCE OF THE COPETITIONThe competition of Nike and Adidas, is needed in this campaign to show what the competion hasto o�er. It is needed also have a ideal background of the competion to know what they are doingto market the company brand and merchandise. Most of all to become better and e�ective whencreating new and bright ideas to take New Balance to the new level.

the

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(ICE) Innovative, Creative and Effective

UNIQUE SELLING PROPOSITION

SUSTAINABLE COMPETITIVE ADVANTAGE

VALUE PROPOSITION

KEY TENETS

New Balance is the only athletic shoe manufacturerstill making shoes in the US. Twenty-�ve percent ofNew Balance shoes sold domestically are producedby our US workforce, using US and imported materials.

New balance sells a comfortable product at a�ordableprices. These products are for everybody to use fortheir comfort.

New Balance is not just a company that provides agreat product for a�ordable prices but is alsodedicated to developing a healthier world.

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New Balance. (2012). About NB: Our Heritage. Retrieved 4 December, 2012, from newbalance.com:http://www.newbalance.com/Our-Heritage/about_heritage,default,pg.html

New Balance. (2012). Made in the USA. Retrieved December 5, 2012, from newbalance.co,:http://www.newbalance.com/Domestic-Manufacturing/about_domestic_manufacturing,default,pg.html

Levere, J. L. (2012, April 4). New Balance Celebrates Its Homemade Footprint. Retrieved December 4, 2012,from nytimes.com: http://www.nytimes.com/2012/04/05/business/media/new-balance-celebrates-its-homemade-footprint.html

Brinkman, J. (2008, June 18). Nike's 'Just Do It' slogan celebrates 20 years. Retrieved March 1, 2013, fromOregon Live Website: http://www.oregonlive.com/business/index.ssf/2008/07/nikes_just_do_it_slogan_celebr.html

Dubia Chronicle. (2012, December 27). Sports gear maker scores highest revenue ever in 2012. RetrievedMarch 1, 2013, from Dubai Chronicle Website: http://www.dubaichronicle.com/2012/12/27/sports-gear-maker-scores-highest-revenue/

REFERENCES

new balance

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2.0CREATIVE DEVELOPEMENT

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2.1 the mood boards2.2 the logo development2.3 the color concepts2.4 the typography

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In this mood board comfort for New Balance represents the comfortside of New Balance. This mood board put you in the mood relaxationand comfort. In this mood board, I am still using the slight Jamaicanfeel. What people might not know about New Balance is that they arebuilt for comfort. The higher the shoe number is the more comfort theshoe is for your needs. The Images that is used are di�erent types ofcomfort and they symbolize coziness, pleasure, relaxation and cheer.The main image in the moldboard is the image of the shoe. The shoewas chose because it is one of the highest shoe number of comfortthat is made by New Balance. The images of the sandals symbolize thecomfort of summertime. Summer time in which you can show your feet,look and feel relaxed. The image of the socks simply symbolizes the directcomfort of you feet. Where there is a great shoe, there is a great sock ofcomfort to pleasure you and give you the coziness feel. The texture thatI chose was a multi line design with a faded black e�ect to give somede�nition to the mood.

In this mood board Active for New Balance represents the active side ofNew Balance. This mood board put you in the mood to workout, beingalive, e�ective, being mobile and show that you care about your wellbeing.My color choice was a little di�erent than the others. I wanted to go with aslight Jamaica feel for the moodboard. The black is the dominant color andmy highlight colors are green, yellow and orange. I chose to use threeimages: The bigger images get straight to the point of being Active. It shows�tness, togetherness, loyal, commitment and drive. The image with the ladyin the green top on shows you can still look great and workout. You do notalways need a partner to be active and �t. The image also shows that sheloves working out and looking great. The image of the legs and shoes, showsthat New Balance have attractive wear to �t all �tness out�ts. Also in the image,I use to gradient green strips and a line e�ect that fades in the background toadd a little more pop to the mood board. The background image that waschosen was the best �t for it placement. The fade e�ect gives the mood boarda 3-D e�ect to attract the viewer eyes.

In this mood board Fresh for New Balance represents the fresh side of NewBalance. This mood board put you in the mind of fresh Prince of Bel-Air. Iwanted to use a youthful feel to this mood board. I wanted to go with aslight Jamaica feel for the mood board. The orange is the dominant colorand my highlight colors are green, yellow and black. When using the NewBalance outer shoe silhouette design as my main attraction. The inside of thesilhouette is di�erent types styles of shoes. The shoes that were chosen arebright and eye catching colors. Now days, the youth are into the loud brightcolors to bring out their personality. Also, on top of the pictures and outershoe silhouette, I used the same college font to give the look and image ofan actual new balance shoe. On this board, I chose to be a little morecreative with the color blends in the top right hand corner to show repetitionthroughout the board. Again, I used a line pattern I created in the backgroundto give a blending e�ect to the whole mood board. I went with a simpleapproach but yet di�erent and creative.

new balance2.1

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SKETCHES

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The sketches that was created was designed to get creativeideas for the new logo. Various logos concepts was then putinto a digital form seen the right. Logo concept number fourwas the choice for the company.

new balance

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blend, C. (2013, 03 29). color blender. Retrieved 03 29, 2013,from color blender web site: http://www.colorblender.com/?preloadsaved=color%20blend

A color that have been looked at in a bad way. The color is bold and misunderstood.

Represents balance and calm.

Represents trust, strength and defendable.

Represents excitement, youthful and boldness.

These colors have a good color vibe with color meaning charts. The new colors that have been chosen, re�ectsthe word associations from the New Balance active campaign. When researching other sport shoes logos, I realizethat the logos are advertised as one color design.

COLOR CONCEPTS

COLOR PALETTE:

BLACK:

GREY:

LIGHT BLUE:

RED:

2.3

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typo

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THONGABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

IMPACT:ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Myriad ProABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

BUILTFOR

COMFORT

STYLE+

COMFORT=

THEBRAND

OFCOMFORT

- MYRLIAD BOLD HEAD LINES AND HEADLINES

- MYRLIAD ROMAN BODY COPY

- IMPACT ADVERTISING USAGE

- THONG NEW BALANCE LOGO TEXT

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3.1 the brand identity 3.1 the color palette3.2 the logo3.3 the logo placement3.3 the typography

3.0STYLE GUIDE

15

header

symbol

tagline

The logo of New Balance has three parts to complete theNew Balance logo. The Symbol, Header and the unique tagline.

This concept took me back to the New Balance website to getmore information. It two words that keep coming to mind was

comfort and arch. So in this design concept are two archestogether on small and one bigger.

The lowercase lettering for New Balance campaign is another choiceand place it under the two arch soles concept. The dominate color

will be red with wording in light blue.

The header is 2.6 inches widthsand 0.2 inches height. The

lowercase lettering forNew Balance is a great

�t for this logo.

The tagline“The Brand of Comfort” is

1.8 inches in width and0.11 in ches in height. This

tagline will be used throughoutcampaign for New Balance.

symbol header tagline

CMYKRGB

171171179

000

25500

0210255

000

40000

100

0100100

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000

The symbol to this great logo is1.59 inches height and 0.74

inches width. These two archesrepresent the soles in your

shoe and the comfort to your ownfeet. The symbol representsthe personal comport that

New Balance has inevery shoe.

the specifics

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3.1

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This concept went back to the New Balance website. The twowords that keep coming to mind was comfort and arch. So inthis design concept are two arches together one small and onebigger. These two arches represent the soles in your shoe andthe comfort to your feet. The lowercase lettering for NewBalance campaign is another choice and place it under the twoarch soles concept. Color choices again are dominant color redwith wording in light blue.

DO NOT DO THIS

new balance

new balance

BACK DROP

SLANTED

NO CONTRAST

DISTORTED

LOGO CLEARENCE

DO THIS

from then to now

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logo

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logo

3.2

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New Balance will be utilizing three font and theyare thong, impact and myriad. These fonts will be

used throughout the New Balance brand.

the

logo

pla

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ent

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

THONG FONT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

MYRIAD PRO FONT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

IMPACT FONT

3.3

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the

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hy0.25in

0.25in

0.25in. o�set

The presence of the New Balance logo is to always maintain amininal of 0.25in. , outside of the logo. The spacing is neededfor image usage as well as other usages in the media world.

The brand identity has a minimun amount of space surroundingthe actual logo. The width of the “b” represents the clear and/orwhite spaceing around the logo.

4.0FINAL SOLUTIONS

4.1 the social media4.2 the print media4.3 the video media4.4 the applicationS4.5 the e-mail blast4.6 the magizine covers

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These social media types top medias formarketing the new brand for New Balance.The Facebook image is the cover page forthe account. This site will be presented tothe followers to keep up with sales, newproducts and even videos to promote thecompany it self. Also, Instagram is anotherway to for followers get and give directresponses to the campany brand.

SOCIAL MEDIA

Soci

al M

edia TWITTER

FACEBOOK

4.1

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The bus stop panels are geared towards the inner city people and in the downtown area of cities. Thepurpose for these panels are to give all walkers, runners, people who waits on the bus and even dayto day drivers throughout the cities. The panels will include a variety of images, logo and name withdirective words to draw attention. Along with the apparel, the brand will be advertied and worn buythe viewers. The goal is to have more people in the New Balance products and know that the comapanyhas a new look and vision to the public.

BUS STOP PANELS

log on to www.newbalance.comfor moreinformation and coupons

COMFORTlog on to www.newbalance.com

for moreinformation and coupons

PRINT MEDIA

Prin

t Med

ia

T-SHIRTSAPPAREL

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By using YouTube and Vimeo, the usage of these medias will be a dominant and effectivearea. The commercials and advertisings of the brand and new products being used is themain focus for these two medias. Showing how the products and apparel being worn andused is another calling for theses media networks. These video application also such asYouTube and Vimeo have applications that are used on day to day basis. Also, can be foundon all smart phones. The two medias can be watch at any party of your great day or night.

Storyboard New BalanceClient New Balance Title NEW BALANCE VIDEO

Storyboard New Balance Job #

Page 1

Shot 1: Intro. with a tag line “The brand of comfort to fit your needs”

Transition: Cube

Shot 2: Image of well know style shoe for New Balance

Transition: Swap

Shot 3: Image showing comfort and still she look great.

Music: Champion Instrument (hip hop beat) 2011

Shot 4: Lorem

Transition: MosiacShot 5: image meaning NB, will get you to the finish line

Music: Champion Instrument (hip hop beat) 2011

Shot 6: Ending image of the logo

Music: Champion Instrument (hip hop beat) 2011

Vide

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VIDEO MEDIA

Vide

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VIDEO MEDIA4.3

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App

licat

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Med

iaAPPLICATIONSThe focuses are three mobile apps, New BalanceFashion, New Balance Unit and New Balance Sport.This way viewers and future buyers and open theapps on the mobile devices. NB-Health will informpeople of health tips and exercising along with astopwatch for running or etc. NB-Fashion is for allapparel but more of new releases and seasonapparel. NB-Unit is the full application similar to awebsite but an application.

Sport

fashionUnit

4.4

23

New Balance

UnitThe new mobile app.

The New Look,The New Comfort,The NEW YOU

50%50%40% OFF EVERY TUESDAY

WITH THIS COUPON

WWW.NEWBALANCE.COM

COUPON

Emai

l Bla

st EMAIL BLAST

50%50%40% OFF EVERY TUESDAY

WITH THIS COUPON

WWW.NEWBALANCE.COM

COUPON

4.5

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With the massive email blast throughout each week, thebusiness class people willreceive direct emails to informthem of daily sales, release dates and general updateswith in the company. Another purpose is to give links thatwill also take viewers to the main site to see what all thecompany has for them. The focus is to give small detailsin emails but drive them to the main sit to spend moneywith the coupons given only through emails.

The New Look,The New Comfort,The NEW YOU

Mag

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COVER PAGE

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The magazine full front covers are to informthe world that there are changes within thecompany. By using great images that willcompliment New Balance, the new phaseswill be advertised to the world. High profiledmagazines such as Forbes and Fashion, theword will get out to local magazine stands,airports and everywhere magazines are sold.The visibility of these magazines will put thecompany on a front page to the world.

CITED REFERENCES:New Balance. (2012). About NB: Our Heritage. Retrieved 4 December, 2012, from newbalance.com: http://www.newbalance.com/

Our Heritage/about_heritage,default,pg.html

New Balance. (2012). Made in the USA. Retrieved December 5, 2012, from newbalance.co,: http://www.newbalance.com/Domestic Manufacturing/about_domestic_manufacturing,default,pg.html

Levere, J. L. (2012, April 4). New Balance Celebrates Its Homemade Footprint. Retrieved December 4, 2012, from nytimes.com: http://www.nytimes.com/2012/04/05/business/media/new-balance-celebrates-its-homemade-footprint.html

Brinkman, J. (2008, June 18). Nike's 'Just Do It' slogan celebrates 20 years. Retrieved March 1, 2013, from Oregon Live Website: http://www.oregonlive.com/business/index.ssf /2008/07/nikes_just_do_it_slogan_celebr.html

Dubia Chronicle. (2012, December 27). Sports gear maker scores highest revenue ever in 2012. Retrieved March 1, 2013, from Dubai Chronicle Website: http://www.dubaichronicle.com/2012/12/27/sports-gear-maker-scores-highest-revenue/

IMAGE REFERENCES:Aaron, N. (2010, feb. 10). New Balance Opens Shanghai’s First Experience Store. Retrieved September 1, 2013, from http://f5tore

fresh.com: http://f5torefresh.com/2010/02/10/new-balance-opens-shanghai’s-first-experience-store/

Post, W. (2011, July 30). Tariff in question with New Balance as free-trade talks with Vietnam continue. Retrieved September 1, 2013, from http://www.tampabay.com: http://www.tampabay.com/news/tariff-in-question-with-new-balance-as-free-trade-

talks-with-vietnam/1183266

JOHNSON, B. (2010, MARCH 22). Mythology behind Nike’s Logo. Retrieved September 1, 2013, from http://www.logoinn.net/: http://www.logoinn.net/history-mythology-nike-logo/

http://alexgurghis.com/themes/lambo/wp-content/uploads/2013/05/photodune-631207-hispanic-man-running-and-jumping-from-a-wall-m6.jpg

http://f5torefresh.com/wp-content/uploads/2011/02/adidas-logo.jpg

http://www.sneakerfiles.com/wp-content/uploads/2009/08/new-balance-experience-1.jpg

COLOR PALETTE:blend, C. (2013, 03 29). color blender. Retrieved 03 29, 2013, from color blender web site: http://www.colorblender.com/ ?

preloadsaved=color%20blend

new balanceTHE BRAND OF COMFORT

Kenosha BrinsonNew Balance Campaign Project

Media Design Masters in Fine Arts Program