John Kim 
New Balance has been praised by the public for its ethical manufacturing methods and willingness to open its doors to those who want to get a deeper look inside. Other companies are rather secretive about how they operate whereas New Balance offers video footage of their factory, like the one brought to us by Hanon last month. In an increased effort to the brand a part of everyday routine, New Balance has launched the New Balance 365 project with the goal to engage consumers on a daily basis, making “the balance” a routine thought.
Beginning on February 22nd, New Balance, in collaboration with film director Jesper Kouthoofd and Lifestyle agency Mother New York, will release one twenty-second video every day for the entire year, each video previewing a New Balance silhouette that is set for a Spring/Summer 2010 release. Following the preview of the shoe is information regarding retail availability and pricing. Each video was produced with a message of “balance”, portrayed intriguingly in numerous ways, like climbing a man-made New Balance mountain, or two banjoists dueling over a song. There is also an iPhone app to make the New Balance 365 Project easier to access. Check out the video and images after the jump.
