“Always in Beta” is the tagline of a new global marketing platform launched by New Balance. It highlights the athlete's desire to reset his or her performance goals all the time, without resting on past successes. The new platform reinforces the technical image of a sports brand that is more than 100 years old. The cornerstore of the campaign is “The Storm,” a TV commercial filmed in three continents, featuring 17 athletes sponsored by New Balance who motivate a woman to continuously push forward to improve her performance.

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