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New Balance Launches '17 Campaign 'Letters To My Future Self'

New Balance is "inspiring people this year with a campaign that highlights several high-profile athletes," including Olympian Boris Berian, tennis player Milos Raonic and X Games gold medalist Alexis Sablone, writing "Letters to My Future Self," according to Kyle O'Brien of THE DRUM. The campaign features videos and letters the athletes "apparently penned to themselves highlighting the goals, the drive and the values that they embody to be the best." The letters are "augmented by long and short videos of the athletes reading them." New Balance Global Marketing VP Chris Davis said, "Every New Year represents a new beginning, a new opportunity for self-improvement and presents that iconic moment for athletes and individuals around the world to redefine personal ambitions, motivations and sense of purpose. At New Balance, our marketing is a reflection of our values, so we created the ‘Letters to My Future Self’ campaign to showcase the true individuality, grit and unparalleled persona of our world class athletes." Mini films on global athletes including runners Ciara Mageean and Tom Barr "will highlight their aspirational stories through their own letters to their future selves." After reading the athletes’ stories, visitors to the New Balance website "are encouraged to write letters to their own future selves." The letter "will then be emailed back to the person a year from the date they wrote it, so they can see if they achieved their athletic and personal goals" (THE DRUM, 1/18).

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