New Balance picks MullenLowe to handle creatively-driven global PR duties

New Balance, a global leader in athletic performance footwear, apparel, and lifestyle streetwear, has selected MullenLowe PR, a creatively driven global PR agency, as its new PR agency of record following a competitive review of agencies. New Balance and MullenLowe PR have started working together, effective immediately, with plans underway for new product introductions, sponsored athlete programs, and special event activations.

MullenLowe PR will support New Balance across a multitude of product categories, including running, basketball, baseball, tennis, lifestyle, and more. The relationship with MullenLowe PR builds upon an existing one New Balance has with MullenLowe Mediahub, a sibling agency that has been responsible for media planning and buying for New Balance since 2018.

MullenLowe  was selected for its prowess in working with purpose-driven brands to develop public relations programming that captures an unfair share of attention and drives high-impact marketplace performance. The MullenLowe PR team for New Balance is hubbed between the agency’s New York and Boston offices with additional support across MullenLowe Group’s 65-market global network.

“As we continue to optimise earned media as the centerpiece of our global marketing strategies, we are thrilled to welcome MullenLowe to our PR team to help us shape our consumer storytelling and engagement opportunities,” said Romina Bongiovanni, head of global communications at New Balance.

“The agency’s global sensitivities and creative approach have motivated the selection, among other things, and we’re eager to see the energy the agency bring to our brand, Fearlessly Independent ethos, as well as upcoming product launches, sports partnerships, and innovations.”

Sheila Leyne, managing partner of MullenLowe PR added that New Balance is a quintessentially authentic challenger brand with strong values and a history of demonstrating independence and courage. “It’s really an honor to represent a brand with such a clear sense of purpose and a commitment to support those who defy convention and carve their own paths,” she said.