Tash Sultana named as brand ambassador for New Balance

Tash Sultana has been named by New Balance as the footwear giant’s newest brand ambassador.

Sultana, who is not only a multi-hyphenate musician but the CEO and founder of Lonely Lands agency, has never collaborated with a brand before, and said that they waited for the right one to come along for doing so.

“I have never collaborated with a brand before because nothing felt right to align myself with until I was approached by New Balance,” Sultana said.

“I feel this has come at the right time. This collaboration allows us both to break into what is current among our society. There has and always will be people like me who don’t fit into the typical gender norms and it’s time that big brands follow the lead of where we are headed. This is what makes New Balance’s message of ‘Fearlessly Independent’ resonate with me and this is why we are launching our collaboration.”

Dean Howard, the general manager for New Balance Pacific, echoed Sultana’s sentiment, saying they embody the brand’s ‘Fearlessly Independent’ ethos.

“Tash is an incredibly talented multi-instrumentalist, producer, engineer, singer-songwriter and entrepreneur and has been open about social discussions such as gender fluidity and mental health,” Howard said.

“Tash exemplifies the ethos of ‘Fearlessly Independent’. Their immense talent and determined focus on authenticity and inclusion has made them an inspiration to their generation.”

The partnership was unveiled with an intimate concert in Melbourne, with performances from Lonely Lands artists Budjerah and Little Green, and opportunities for punters to participate in a shoe swap, where old shoes that would usually go to landfill would instead be given to the TreadLightly shoe recycling programme.

Sultana said that this commitment to raising awareness to issues is why they partnered with the brand.

“New Balance truly collaborates with its ambassadors and supports them to magnify and raise awareness of the issues that matter most to them. We all have the opportunity to make the world a kinder, more accepting place and I’m looking forward to working with New Balance to create real change.”