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Skateboarding News

Wednesday, December 12, 2012

New Balance is launching a palette of skateboarding shoes

Pierre Andre Senizergues on the left (with Jean Marc Vaisette on the right) owns
Etnies created 20 years ago. One of the very few skater-owned skate
shoe company left on the market. Photo unknown... 
At a time when Nike is withdrawing from surfing and willing to concentrate on skateboarding, New Balance announced today that it will enter the skate footwear market through a license agreement with Black Box Distribution of Carlsbad, CA. Branded as New Balance Numeric® or NB#®.
With this announcement, Balance is entering a market already saturated with skateboarding shoes and where the skater-owned shoes companies are dwindling like snow in summer… Will the oldest legit skate shoe companies bear the increasing competition, only future will tell… Black Box will produce and market performance footwear and apparel for skateboarding through New Balance Numeric wich will combine the unique requirements of skateboarders with New Balance’s heritage of product excellence through comfort, fit, quality and technical materials.

"New Balance is proud to partner with Black Box on the New Balance Numeric skate footwear initiative,” says Rob DeMartini, President & CEO at New Balance. “As one of the most authentic and talented skate companies in the industry, Black Box offers industry knowledge and a strong commitment to skate specialty retailers that matches well with our 107-year-old tradition of delivering technical design-forward performance products for athletes.

I have always found the heritage and integrity of New Balance inspirational, therefore it’s truly an honor for Black Box to partner with New Balance on the New Balance Numeric project,” says Jamie Thomas, Black Box company founder and professional skateboarder.

New Balance Numeric will officially debut at the Agenda Trade show in Long Beach, California on January 4th, 2013 where team announcements and additional marketing plans will be revealed. New Balance Numeric will be available in the U.S. and Canada starting in July 2013 through specialty skateboard and action sports retailers only.

For the creative direction and design of New Balance Numeric, Black Box has partnered with Los Angeles based Westlife Distribution, to ensure the collection will bring a distinct new perspective to the skateboarding market.

The vision for New Balance Numeric is to bring something unique to skateboarding. We combine the East Coast heritage and supreme workmanship of New Balance with the West Coast lifestyle and culture of Skateboarding,” says Michael Akira West, President & CEO at Westlife Distribution.

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posted by Xavier Lannes @ Wednesday, December 12, 2012 


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