US-based New Balance, the global athletic footwear and apparel brand, has announced a partnership with Team Garmin-Cervélo, a US professional cycling team owned by sports marketing and development company Slipstream Sports.

New Balance will be the official athletic shoe and compression apparel partner for off-bike training for 2011. As part of the sponsorship arrangement, New Balance will provide athletic footwear and compression apparel to the team of 64 riders for all off-bike activities as part of their programme.

Commenting on the partnership between the two global sporting brands, Alan Hed, New Balance’s executive vice president international said: “New Balance and Team Garmin-Cervélo share a distinguished sporting heritage based on teamwork and integrity. This association reflects our long-standing commitment to innovation, excellence in sport and developing the next generation of leading athletes.

“It comes at an appropriate and significant moment as New Balance is launching its global advertising campaign: ‘Let’s Make Excellent Happen’.”

Jonathan Vaughters, CEO of Slipstream Sports said: “We are thrilled to work alongside New Balance, a distinguished brand with more than 100 years of dedication to running and renowned in the industry for their steadfast commitment to quality and performance.”

Jonathan Vaughters continued: “Our team is dedicated to providing our athletes with the best equipment available to keep them in peak condition throughout their demanding season and New Balance is the perfect partner for us.”

The agreement, which will permit New Balance to be the exclusive off-bike athletic shoe and advanced compression apparel partner, will allow the brand a range of visible merchandising and marketing opportunities.
 

Share this story: