New Balance released the AS Roma Lunar New Year collection

This morning New Balance released the limited edition AS Roma Lunar New Year collection. Eight items designed to celebrate the Year of the Tiger, the capsule includes various cotton tees, a hoodie, a 237 trainer, football ball, scarves and hats. Chinese New Year has a representative animal each time, and this year, it will be the tiger, so New Balance has celebrated this animal with a gold print in recognition of the holiday. The release is part of New Balance's "Only Roma" campaign for the 2021/22 season in recognition of Roma as a way of life.

As for many companies (not only sports) the Chinese market is a strong commercial point and initiatives of this kind allow not only the brand, but also the clubs to increase interaction with Asian fans. In fact, teams cultivate a relationship with the eastern fan base through social accounts of the most used platforms in countries like China or Korea, open local stores, and until it was possible, regularly organised tours and matches against teams from those leagues. The New Balance x Roma collection for Chinese New Year is another (commercial) point for the Capitoline team in nurturing their relationship with China.