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Joining several other brands honoring Black History Month, activewear company New Balance have unveiled a new capsule as a part of their "My Story Matters" initiative.
"This Black History Month takes on a new meaning and importance in light of the events of this past year," Chavon Cham, Senior Product Manager for Lifestyle Apparel at New Balance and one of the main collaborators behind the collection said about the line. "We wanted to create a collection that celebrates the power of Black stories, both in name and design. ‘My Story Matters’ drives home the core truth that every Black story has value and deserves a chance to be heard."
Per the release, employees of the Boston-based brand played a large role in developing this collection and the colors featured in both the apparel and footwear are inspired by the bright purple robes worn by many gospel choirs every Sunday in church, which is a core institution of the Black community.
New Balance also tapped two well-known influencers within the Black community to be the faces of the campaign: musician and activist Jaden Smith and tennis wunderkind Coco Gauff.
"Overall, we went into the production of this campaign with an energy of expression and celebration of Black accomplishments,” creative director Dapper Lou explained.