New Balance celebrated its new sponsorship deal with Athletics Ireland (AAI) in a ceremony held at the Market Bar in Dublin on Jan. 29, which saw the unveiling of the new strip developed to carry the new colors of the team. The three-year sponsorship contract, which replaces that of Asics, will cover performance and warm-up apparel and footwear for the Irish track and field team for use in competition. New Balance will also supply warm-up and training items and leisurewear for medal ceremonies, public appearances and traveling. The inaugural collection, which features patriotic green and white with a gold trim, was introduced at the launch event by a number of Irish athletes including Jessie Barr, Colin Costello, Ciara Mageean, Fionnuala Britton, Thomas Barr and Ava Hutchinson. Ireland has always played an important role for New Balance, which has sponsored several high-profile athletes over the years. Ireland was also the venue for New Balance's first venture into the European market in 1978, when the brand manufactured in Tralee.

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