New Balance has tapped Mother New York to lead their creative duties on their Lifestyle brand. New Balance employs more than 4000 people worldwide and in 2007 reported worldwide sales of $1.63 billion. Mother is charged with showing off the work of two new creative directors, Savania Davies-Keiller and Roberto Crivello of DDCLAB.

If you recall, BBDO has won is the brand's AOR since 2007.

Linus Karlsson and Paul Malmstrom, partners at Mother said the usual PR drivel: "Consumers can expect to see compelling New Balance Lifestyle products and compelling New Balance Lifestyle consumer experiences."