New Balance is the chief sponsor of Hubway, a new bike sharing system that launches in Boston earlier this summer with branding by Arnold Worldwide's Brand Experience team. As well as establishing New Balance Hubway's brand identity (including its name and logo), Arnold created all marketing materials and assets for the Hubway website.

Featuring 61 stations and over 600 bikes around the city, Hubway will be similar to systems in Washington D.C., Montreal, London and Melbourne, allowing users to rent bikes from one station and return them at another across the city. Last year Crispin, Porter + Bogusky helped create a similar system called BCycle, in Denver, Colorado. The New Balance Hubway scheme allows 'swipe card' payments and costs $5 per day (with free trips of 30 minutes or less), or you can buy an $85 annual membership.