New Balance Is Now More Than Just a Sneaker Maker

New campaign positions brand as athletics company

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."