New Balance rolls out a non-fashion statement

The campaign features behind-the-scenes icons of Singapore's fashion industry, with the tagline, 'We don't live by fashion. Then again, we don't die by it either'. The tagline was first used in a New Balance campaign in 1993 for a technical running shoe. But, according to Arthur Ang, Asia area manager for New Balance Asia-Pacific, the company decided to use it again to illustrate the versatility of New Balance as a brand. "This campaign is directed at those who are sure of themselves and whose personal style is not dictated by what's in fashion at the moment," said Alistair Tan, client services director of Paprika Global. Local photographer Mark Law and fashion stylist Jeremy Tan will front phase one of the campaign. In addition, the campaign culminates in a design contest in 2006, with the winner going to the UK and making the actual design in New Balance shoe design centre. "The icons will serve as judges for the contest," said Ang. Shoes are priced from S$150 (US$89), targeting a more upmarket, sneaker-loving crowd.