• 01-FEB-2021

Boston, MA – February 1, 2021 – Today, global athletic leader New Balance unveiled its signature program and collection in commemoration of Black History Month 2021 entitled ‘My Story Matters’ to celebrate and elevate Black experiences this month and beyond.

Concepted, designed and executed by a team of Black associates at New Balance, the new collection features one-of-a-kind colorways of the 574 and 990 that draw inspiration from a core institution in the Black community: the church. The vibrant purple that serves as the focal design aspect of the collection alludes to the purple robes worn by many gospel choirs every Sunday. In addition to footwear, the collection includes an apparel line consisting of hoodies and t-shirts all featuring ‘My Story Matters’ across the chest and back. For allies looking to express their solidarity, New Balance has also created versions of the same apparel pieces that read ‘Their Story Matters.’

“This Black History Month takes on a new meaning and importance in light of the events of this past year,” says Chavon Cham, Senior Product Manager for Lifestyle Apparel at New Balance and one of the main collaborators behind the collection. “We wanted to create a collection that celebrates the power of Black stories, both in name and design. ‘My Story Matters’ drives home the core truth that every Black story has value and deserves a chance to be heard.”

The visual content and videos were concepted, directed and executed in collaboration with acclaimed creative director, Dapper Lou, who drew references for the script and visual direction from nature and its colors. “Overall, we went into the production of this campaign with an energy of expression and celebration of Black accomplishments,” says Dapper Lou.

Two of New Balance’s top brand ambassadors, actor, musician and activist Jaden Smith and tennis phenom Coco Gauff, are featured in the campaign creative, showcasing New Balance’s commitment to leading with purpose and letting the voices within its own family be heard.

“With the ‘My Story Matters’ collection, we seek to celebrate the unique diversity and resilience of our culture, not only during Black History Month, but throughout the year,” says Jordan Johnson, Associate Product Manager, Collaboration & Energy at New Balance. “We want to remind today’s Black youth that even in the midst of everything going on there is so much to be proud of, and we’re committed to ongoing involvement, mentorship and allyship to elevate our collective voices.”

Starting Monday, February 15, the ‘My Story Matters’ apparel collection and 990 will be available on and through the Foot Locker family of brands, which includes Foot Locker, Kids Foot Locker, Champs Sports, Eastbay and Footaction. The 574 will be available later in February. Suggested retail pricing is as follows: $180 for the 990, $90 for the 574, $80 for the hoodie, $35 for the adult t-shirt and $22 for the junior t-shirt.

To learn more about New Balance’s commitment to Diversity, Equity & Inclusion, please visit:

About New Balance

New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. Manufactured in the U.S. for over 75 years and representing a limited portion of our U.S. sales, New Balance Made U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 6,000 associates around the globe, and in 2019 reported worldwide sales of $4.0 billion. To learn more about New Balance, please visit and for the latest press information please visit