Brand Documentary Magazine No 02 New Balance
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Brand Documentary Magazine No 02 New Balance
The authentic footwear started in New England in 1906 to help people correct foot troubles. Since then, eschewing expensive marketing campaigns, NEW BALANCE has made steady and persistent efforts to improve product quality and offer genuine athletic footwear. it has now grown to a footwear maker with its constant brand image and incomparable quality even to attract fashion celebrities. As a timeless fashion item, as well as footwear that bring balance to life, NEW BALANCE is always with its customers.
Brand, balance, and perspective.
B Magazine dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B™s unique insights and in-depth analysis.
B Magazines receives no advertising profits or financial support from the brands it introduces.
- 01:02 INTRO
Busy crowd hustling and bustling in busy streets of downtown. Each wearing different shoes, going different destinations. In every walk of life, a set of whole new experience is there to give one important lesson - life, in and of itself, is precious to all.
- 02:08 INTERVIEW 01
He, an actor, used to be ignorant to fashion. But now he finds that a pair of New Balance adds an edge to his style with its remote look.
- 03:22 INTERVIEW 02
He has been a New Balance fan for thirteen years. He comments that they are lighter than Nike Air Max and look amazingly great with anything – even with formal suits.
- 04:26 SPACE
The New Balance store presents the path the brand has walked through; its past, today, and tomorrow. Replicas of shoe last, sole and rack that were used to produce the original New Balance shoes in the early years are displayed to give customers a glimpse of the history.Timelessness of New Balance could be found in every corner of the store.
- 05:32 INTERVIEW 03 These two chefs, husband and wife, wish there were functional kitchen shoes that are as comfortable as their New Balance pair.
- 06:36 INNER SPACE
All of 320, 574, 890, and 993 are signature collections of New Balance. Classic design of 320, currently the most popular, shows how its timeless design matches amazingly well with everything, even with formal suits with its thicker sole. Its state-of-the art running shoes, 890, is in fact suitable for many other occasions apart from running, and 993 seems to uncover its sincerity with its somewhat clunky design.
- 07:50 INTERVIEW 04
This young lady enjoys going camping with her friends. She notes that New Balance is a shoe of integrity.
- 08:56 BRAND TO BRAND
Shoes can be ‘ways and means’ for some, but ‘fashion items’ for others. Here’s a look into shoe racks of New Balance fans, to find out what their own ‘definitions’ of shoes are.
- 09:67 B’S CUT
It does not use marketing ploys or hire celebrities in its ad campaign. Its brand slogans are hard to remember and even feels like they have long been missing out on their brand strategy. But such seemingly “less than perfect” aspect and its integrity is in fact the core strategy of New Balance. Footwear made not just for athletes or celebrities but for an average person like myself. Such mediocrity gives New Balance its value and originality. New Balance is indeed “the footwear for everyone.”
- 10:84 BRAND STORY
New Balance first started its shoe-making business in New England in 1906 and now when it comes to footwear, many associate with its brand name. The footwear maker presents its collections labeled with numbers such as 320, 574 and 992, and they come as footwear not only for training but also for everyday lives.
- 11:104 INTERVIEW 05
This fashion-savvy art curator believes that sneakers should remain to be true to their functions as footwear. She adds that a comfortable pair of sneakers gives breath to her style.
- 12:106 INTERVIEW 06
He is a corporate M&A manager.He prefers shoe brands that are more than comfortable - brands with its very own philosophy which only fashion conscious people would recognize.
- 13:112 OUTRO
A walk along busy streets of downtown.No need to rush, no need to look around. In every walk of life, we would learn that a silent march along the path of life, in and of itself, is precious to all. What each of us needs is a pair of shoes that gives balance in everyday lives.
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