New Balance Soccer Shoes Ready for July Release

New Balance is looking to have another corner of the footwear industry covered, targeting soccer players with its latest international online and social media-based marketing campaign, #NBFootball. The company released a teaser video showcasing some of the sport’s biggest stars utilizing its products.

The company is set to release the first run of shoes in July.

“#NBFootball is not about one victory, one run or one goal. It’s about every victory, every run and every goal,” the company said in a statement.

The stars of the pitch featured in the teaser video are the company’s roster of sponsored players, a list that includes Aaron Ramsey, Adnan Januzaj, Marouane Fellaini, Samir Nasri, Fernando Reges, Vincent Kompany and Jesus Navas. The company — via its Instagram account — has shown some of what the players will be wearing, submitting posts of the brand’s footwear that Kompany, Nasri and Reges have already worn in competition.

The video, according to the company, is meant to show off the commitment it requires for athletes to become better.

Footwear News spoke earlier this month with 33-year soccer industry veteran Richard Wright, GM of New Balance Football, to gain insight on how the company will rebrand the Warrior line to New Balance.

“The great thing about New Balance is it’s rooted in innovation. We’ve used [New Balance’s] resources to research, how can I put it, product geekiness and technologies to improve our products,” said Wright, who has prior experience working with Nike, Adidas, Umbro and Reebok. “We’re also very lucky to be able to speak to the [brand’s pro] athletes one-on-one. Designers here have the phone numbers of all the superstars we have on the books. You often treat players as royalty, but they’re just regular human beings who want to speak to somebody about something they love.”

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