New Balance Looks to Expand Its Grassroots Presence With the "Blackout Squad"

Targeting the players of tomorrow.

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Sports
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It was always going to be a challenge for New Balance to enter the soccer market, one that has been long-dominated by adidas and Nike. However, the Massachusetts-based sportswear manufacturer has been making a strong attempt to gain a foothold in the world of soccer by signing kit deals with the likes of Liverpool, Celtic, FC Porto and Sevilla to name a few, while also adding high-profile players like Aaron Ramsey, Samir Nasri and Vincent Kompany to its list of sponsored athletes. Despite these commendable efforts, targeting the grassroots players who have been long-exposed to the Swoosh and the Three Stripes may prove to be the most effective strategy. With its newly-formed “Blackout Squad,” New Balance aims to “help nurture up and coming grassroots players,” by giving 11 handpicked players the professional gear treatment, while also providing them a chance to get up close and personal with several of the brand’s pro ambassadors. Check out the short film above, directed by Lester Jones, more information on the burgeoning New Balance Soccer movement here.

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