new balance mindset authentic / The people we cast, the locations we use, must be real . The models have to look like the people we share the running paths, base paths, foul lines and stair steppers with. Locations, likewise, must look like the places we workout in. human / The New Balance athlete is first and foremost a human being. Not a super-human pro athlete, not a super-perfect model. Human beings are imperfect and it is in their imperfections that true beauty lies. Beautiful bodies do not always come with beautiful faces. Human beings are not all alike. noble / There is nothing more noble in sports than the amateur athlete. We need to show this nobility. Through framing, casting and location we need to put the athlete in his or her rightful place. We must reflect the high-minded nature of sport. honest / There can be no room for lying or cheating in sport. No half truths or gray areas. We are rightfully proud of our products and our technologies, we are not trying to mislead our customers. Therefore, staged, posed and unnatural form should be avoided. It is more noble to express realism than the impossible or unrealistic. performance / New Balance delivers performance. Our design must reflect this. There must be a sense of action and purpose. The models must be engaged, and the style of the photography must reflect the high level at which these athletes perform. independent spirit / The New Balance athlete competes and exercises to challenge him/herself. Beyond an authentic and humanistic representation we must strive to represent his/her individuality – one mind, one goal, choosing his/her own path. authentic human noble honest performance independent spirit page 06