NEW BALANCE CENTENARY COMMISSION

The cool shoe company New Balance have produced three limited edition trainers to celebrate its 100th year anniversary. Instead of going the obvious safe route of conventional celebrity endorsement, they chose to honour three of its longest serving employees, in their own right, ‘Super Celebrities’. Audrey Stewart, Ian Byers and Victor Dixon have been crafting New Balance footwear between them for over 70 years at their UK factory in Flimby, near the Lake District in the UK. The three have been bestowed with the title of ‘The Flimby Heroes’, and their portraits feature on the new designs as well as being used for editorial press pieces.

The launch of ‘The Flimby Heroes Range’ recently took place at ‘The Gymnasium’ in London, with a great party to mark New Balance’s centenary year, during which Dean unveiled his pictures to the public.

It has been a brilliant campaign and ‘S & X Media’ the Design Group responsible for the direction, did a really great job. The warmth, personality, and charm of the characters come through the images. They are smashing people, and its good to be able to hold the them up as heroes… power to the people!!

The Images have since featured in many publications including Creative Review.