“Black Soles” / Conversations Amongst Us community

New Balance launched “Black Soles,” an employee-driven collective designed to amplify Black voices within the company and the footwear industry. It also partnered with designer Joe Freshgoods for the Conversations Amongst Us campaign, highlighting Black culture and community through sneakers and apparel. Instead of simply selling running shoes, New Balance made identity politics part of its product storytelling. The effort was marketed as both an internal DEI push and an external brand statement.