Independent since 1906, New Balance’s purpose is to generate positive impact in communities worldwide, empowering people through sports and excellence in products. New Balance behaves as a brand with heritage, not a heritage brand, reinventing itself more and more without losing the essence of the over 100 years of history it carries, gaining more and more space in a constantly evolving world in sports and culture.
Establishing and reinforcing the brand’s attitude as a Sport Culture Brand, it connects the lives of athletes and ambassadors with the reality and priorities of New Balance’s audience, always working at the intersection between Performance and Lifestyle – the Sportstyle.
In the Performance division, we work by exploring the universe of Running, Skateboarding, Football, and several other sports, and we also operate in the Lifestyle universe, permeating both the sneaker world and the fashion industry. The convergence between these two universes makes NB’s language something authentic, genuine, and original.
Since January 2023, the Dass Group has entered into the management operation of the New Balance brand in Brazil, fully working on product development, production, marketing, distribution, and brand promotion.