SET/GO campaign celebrates young-adult women who can’t be bothered trying to be like everyone else. They’re too busy chasing down their own unique paths, whether that’s an untraditional career, a creative endeavor, or just any self-defined, nonconformist path. Fresh Foam Cruz offers the streamlined style and comfort that allows them to know they're looking cool and are good to go — no matter where their hustle takes them next.

For women who don’t want to think about details like styling their shoes or changing them for every activity, or worry whether they look “lazy” in their style. They just want to be able to slip a pair of cool shoes on and go — knowing they’ll be put-together, comfortable and ready to do their thing.

Fashion influencers and their “dad’s look” movement online, in 2018, organically brought New Balance to the trends back again, helping the shoe giant efforts in becoming a life-style brand.