New Balance revs up battle against cancer with Cure line

New Balance recognizes that the fight against breast cancer does not stop in October. LaceUp365 is a full-year program designed to raise awareness and generate support for Komen's mission to eradicate breast cancer.

Participants can join the Pink Laces Club for exclusive features, personal stories and tips dedicated to staying fit and healthy and continuing the fight against breast cancer. By registering, members will receive a pair of pink shoelaces and additional incentives to utilize the LaceUp365 hashtag throughout the year.

Each day, a different breast cancer survivor's story will be profiled on the site, and users are encouraged to dedicate their daily workouts and show their support to these courageous women and men, using the LaceUp365 hashtag.

"New Balance continues its commitment to supporting Susan G. Komen all year round, by raising funds through corporate and consumer donations, including those made through purchases of our Lace Up for the Cure Collection," says Amy Shapiro, cause marketing manager for New Balance.

"We believe that through these funds, we can make a significant contribution to the ground-breaking research, among other things, that Komen is supporting. Those funds are getting us ever closer to the cures for this disease while assisting survivors through community health programs and treatment services."

"For 25 years, New Balance has played a vital role in supporting Komen's mission," said Dorothy Jones, vice president of marketing at Komen. "We are grateful for their longstanding commitment to this cause and look forward to reaching even more women and men through the Lace up for the Cure collection and LaceUp365."

The Lace Up for the Cure collection is comprised of footwear, apparel and accessories all adorned with the Komen Running Ribbon. In honor of the 25th anniversary of New Balance's partnership with Komen, New Balance will debut a limited edition Lace Up for the Cure 3190 running shoe and special edition t-shirts.

The 3190, launching April 2014, features the Komen Running Ribbon on the midsole and the tagline "Let's Make a Cure Happen" on the inside of the tongue.

New Balance