SPORT IN SOCIETY ANNOUNCES PARTNERSHIP WITH NEW BALANCE
BOSTON, Mass. - The growing relationship between New Balance Athletic Shoes, Inc (NBAS) and The Center for the Study of Sport in Society is a natural fit; both organizations envision athlete�s motivation to participate in sport finding its focus on love of athletics. In sharing the common belief that sport is a force for positive social change, a stronger initiative has formed that will strive to promote the power of sport through participation.
Browsing the advertisement section on the NBAS website results in finding commercials, which are promoting the love of sport rather than marketing their products. This message aligns with Sport in Society�s mission in encouraging the use of sport as a vehicle to achieve social change. The �For Love or Money� campaign revolves around showcasing everyday athletes with an extraordinary passion to participate in sport, regardless of material rewards. Exemplifying and supporting their message, New Balance holds no contracts with professional athletes, but chooses instead to allocate funds in support of social justice agencies like Sport in Society.
The teaming of New Balance and Sport in Society creates additional opportunities to push for improvements within sport. In 2005 NBAS created a curriculum to teach young athletes in school the importance of sportsmanship on and off the field. According to guidelines Sport in Society created, sportsmanship begins with the athletes and extends to include coaches, parents, and administration.
With an aligned view on many facets of sport participation, Sport in Society and New Balance will continue to inspire many athletes and teams to persevere and create social change through the power of sport.
About the Center for the Study of Sport in Society
The Center for the Study of Sport in Society at Northeastern University is one of the world�s leading social justice organizations that use sport to create social change both nationally and internationally. The flagship organization located in the heart of Boston, Mass. was founded in 1984 by Dr. Richard Lapchick and touts branches in Baltimore, Md. and Phoenix, Ariz. Through research, education, and advocacy the center promotes physical activity, health, violence prevention, and diversity among young people and college and professional athletes. Sport in Society�s innovative programs are all staffed by former college or professional athletes and have been awarded America�s most successful violence prevention program by Lou Harris, the Peter F. Ducker Award as the most innovative non-profit program in the social sector, and have been cited as the National Crime Prevention Council�s 50 Best Strategies to Prevent Violent Domestic Crimes. For more information please visit http://www.sportinsociety.org
