New Balance has always known a brand’s gotta be bigger than just shoes and sales. With momentum on their side, the move was clear — cut through the run-faster, train-harder clutter with something relevant and refreshing.

The target? College runners who don’t chase trends — they set them. Who wear what feels right, not just what’s hyped. Research said they’re over the grindset, and into chasing balance, experience, passion. Running, but not like some stopwatch-obsessed lunatic.

So Run With It says sayonara to the “train till you drop in our new sunglasses and you’ll shave a quarter second off a PR” appeals. Rather, it says you don’t have to prove anything to anyone — just go, move, live. Run with it.