New Balance is not your typical brand, and their Excellent Makers global campaign demonstrates just that. Celebrating people in the world who “make” things, Excellent Makers are not defined by success, wealth or status, but by a passion for what they do. These craftsmen and artists believe in sharing their authentic, inspired visions with everyone and everything they touch.

“New Balance recognized that every day we all have the opportunity to make excellent happen,” says Steve Gardner, SBU Manager for New Balance Lifestyle. “We hope this campaign inspires people to make excellent happen in their own lives and in their own way. We are proud of our own heritage, commitment to craftsmanship and how we can support and celebrate people who are following their own personal excellent.”

Through five videos developed by Boston advertising agency Arnold Worldwide, New Balance highlights Jay Electronica, London-based eco designer Osian Batkya-Williams, contemporary silk-screen artist Kate Gibb and the New Balance factory associates from Skowhegan, Maine and Flimby, England.

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Born in 1976, Jay Electronica grew up in the Magnolia projects of New Orleans, with a passion for music that was evident from a young age. With an authentic approach to rap, he was signed to Roc Nation in 2010, and he’s in no rush to release his first full-length album. For Jay Electronica it’s about the music, and sharing what he loves with the world.

A modern Jack-of-all-trades, Osian Batkya-Williams works as an industrial designer, furniture maker, teacher and builder. He believes in utilizing eco-friendly practices as often as possible, and most of his pieces feature recycled and/or reclaimed materials. His latest project is a 1960s townhouse renovation in London, where he hopes to create a space that the community can utilize for years to come.

As a contemporary silk-screen artist, Kate Gibb finds inspiration in the most unlikely places. The products of her creativity are often one-off pieces that tell a story through color and abstract designs. One of her well-known creative outlets is album artwork, as her ability to capture a project’s unique attributes through handcrafted details makes her work inimitable.

As the last major American athletic shoe manufacturer, New Balance proudly relies on more than 1,300 manufacturing associates at their five New England factories to produce approximately seven million pairs of shoes in the U.S. each year. Opened in 1982, the Skowhegan factory is one of three factories located in Maine, and home to a workforce of skilled shoemakers.

In 1982, New Balance opened its UK manufacturing facility in Flimby, and hired 40 individuals to handle production. Today, the factory employs over 210 workers and produces 28,000 pairs per week. New Balance credits its success to a growing demand across Europe, as well as a hardworking, loyal group of employees.