Meet the new kids on the block - New Balance Football. After months of speculation New Balance barged into the football market last night at a swanky launch event in Central London, backed with an army of world class players.

For a brand re-taking its first steps in the football industry they would be forgiven for slipping in under the radar with one or two professional players, but that's not how New Balance are doing things, they're starting as they mean to go on, flexing their muscles and showing serious intent with a 10-man strong squad made up of Aaron Ramsey, Adnan Januzaj, Vincent Kompany, Samir Nasri, Marouane Fellaini, Tim Cahill, Alvaro Negredo, Jesus Navas, Fernando & Nikica Jelavic.

For more than 100 years, New Balance has been a key driver of peak performance and technological innovation in many of the world’s most popular sports and now the time has come to announce themselves to the beautiful game. As well as their world class pool of professional players New Balance Football also announced club sponsorships with Liverpool FC, Sevilla, Stoke City and FC Porto, all of which will begin to wear New Balance replica from the beginning of the 2015/16 season.

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“The pursuit of excellence, a passion for innovation and responsible leadership are the core values that has helped New Balance become one of the most successful sport and lifestyle brands in the world,” says Richard Wright, New Balance’s General Manager of Football.  “It is these same values that New Balance will now be bringing to football and will help it firmly establish itself at the forefront of the market. Today’s announcement marks the beginning of a journey that will see New Balance designing the boots, kit and training apparel for some of the best players and clubs in the game today.“

“This collection of world class footballers will bring the brand promise of New Balance to life both on and off the pitch,” says Richard Wright, New Balance’s General Manager of Football. “Each player represents a unique set of qualities, which together create an enviable group – and one which will enable New Balance Football to showcase its products and expertise in innovation at very highest level of the game. We believe this line-up makes a powerful statement about what New Balance wants to achieve in football.” 

On joining the New Balance team, Aaron Ramsey, who has been testing prototype versions of New Balance boots for some time now said: “New Balance has an incredible innovation team which put players at the heart of designs. I am very excited about the relationship I’ve developed with them already and what we can achieve together.”

With the announcement now official stay tuned for a first look at New Balance's anticipated boot line-up dropping in the coming months. Back in the game. Feelin' it?