New Balance, a global leader in sports, and Stone Island, a leading sportswear brand, have announced a long-term collaboration. The products will be available before the end of the year, success guaranteed.
Both brands are strong family-owned businesses with great traditions that allow them to have a strong identity built and refined over time.
Headquartered in Boston, New Balance Athletics develops global brands with responsible leadership. It employs more than 7,000 people worldwide and shares a culture of research and experimentation with Stone Island, a men’s sportswear brand founded in 1982. It is precisely from this shared vision of innovative and functional design that the idea was born to develop a footwear collaboration that will launch products in several waves over the next few years. By going beyond current trends, New Balance and Stone Island will create shared values through new creative modalities.
“Our collaboration with Stone Island is based not only on innovative services but also on enhancing our shared values of craftsmanship and excellent product quality,” says Chris Davis, New Balance’s Chief Marketing Officer. “Both New Balance and Stone Island are independent brands with a strong tendency to take calculated risks. We are both proud to represent drivers of culture, showcase our many strengths and create the authentic brand experience for all our consumers around the world. We are ready to push the envelope and experiment with design.
A statement that raises expectations about this new collaboration. The statements of the representatives of the companies in question are perfectly in line with their corporate values. The identity of the brands is solid and precise.
“Iconic brands are few and far between,” says Carlo Rivetti, President and Creative Director of Stone Island. “They are so because of the consistency they have maintained throughout their history, the ambitious vision and the infinite passion they offer in the making of the product, always at the service of the end customer, without ever becoming complacent. Stone Island and New Balance have proven that they are such brands. Sharing concepts and ideas through a more open collaboration between our research and development teams, with the goal of creating a great product, is exciting and is the best message we can send to our audience together.
Everything is perfectly explained and the brands’ communication strategy converges to create an unambiguous and unequivocal message. The brands’ strong values and identities are highlighted. While this collaboration showcases how New Balance and Stone Island know how to innovate, it also illustrates a story beyond the brand that continues to engage creative partners with an exclusive approach.