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New Balance wants to be known for more than its sneakers, and it has tapped 17 athletes to help make that happen. The Boston-based brand has evolved into a full-blown athletics company, it says, one that innovates and manufactures products based on athletes' needs. And that's what its new campaign from Arnold in Boston highlights, using the tech-influenced tagline "Always in Beta."
The campaign debuts today online, in print and on social media. While centering a campaign around the idea that there's always room for improvement—especially with consumers' bodies—seems par for the course with an athletics brand.