New Balance has announced that Tash Sultana, the gender fluid multi-instrumentalist, singer-songwriter, producer, engineer, and CEO, Co-Founder and Director of Lonely Lands Agency and Lonely Lands Records, will join the brand as an ambassador.
Tash Sultana has been dubbed one of the hardest working music exports in Australia. It all began from countless open mic nights across the state at the young age of 13. Tash performed anywhere they could get a gig, but it was a viral bedroom recording of ‘Jungle’ and street-stopping busking performances in Melbourne that changed the momentum. From setting attendance records on non-stop, sold out global tours, an ARIA #1 for best ‘blues & roots’ on the debut ‘ flow state’ album, an ARIA #1 on Tash’s sophomore ‘TERRA FIRMA’, multi-platinum global record sales, amassing over 1 billion streams, and selling out the iconic ‘Red Rocks’ amphitheatre, Tash’s accolades rush in faster than there is time to count them.
“I have never collaborated with a brand before because nothing felt right to align myself with until I was approached by New Balance. 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,” said Tash Sultana. New Balance unveiled the new relationship at an intimate event in Melbourne curated by Tash Sultana. The event included live music performances from Little Green and Budjerah (ARIA Best breakthrough artist), who are managed by Tash’s independent booking agency, and a shoe swap where attendees were given the opportunity to stop old runners heading into landfill through the TreadLightly shoe recycling programme.
“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.”
“We are thrilled to announce Tash Sultana as a brand ambassador for New Balance,” said Dean Howard, General Manager for New Balance Pacific. “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. 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.”
As part of Tash Sultana’s on-going relationship with New Balance, Tash and the brand will collaborate on positive messaging around causes such as gender inclusivity and mental health, as well as marketing campaigns focused on New Balance’s unisex footwear and apparel lifestyle collections.