High School Boys

February 23, 2009

Canandaigua Chronicled in 'Season in the Balance'

from press release

BOSTON - New Balance announced they have selected the Canandaigua Academy Braves boys lacrosse team of upstate New York as the high school team that will be featured in the brand's inaugural Season in the Balance online documentary series. Viewers across the country will be able to follow the Braves' spring 2009 varsity lacrosse season at SeasonInTheBalance.com. The team will also be outfitted in the latest New Balance performance apparel and footwear, New Balance cleated products and Brine equipment.

Season in the Balance (SITB) is a serialized online reality program that will follow the Braves in a season-long documentary and provide viewers with a unique window into the competitive mindset of the high school athlete. The content will capture the hard work and dedication of Braves' athletes as they prepare for and play their season, showcase off-field pursuits and relationships, and communicate the tradition and heritage of lacrosse in Canandaigua. SITB will launch online at SeasonInTheBalance.com the week of March 16th and will include ten weekly web-isodes. The site will also feature athlete and coach bios and photos, the Braves' original audition video, and live links to SITB Facebook and Twitter pages to enable fan and player interaction. There will be player blogs and an area where viewers can blog and post comments on the various web-isodes. The site's "Locker Room" feature will offer viewers an up-close look at the New Balance/Brine gear that it is featured on the show and link directly to online retailers.

The Canandaigua Braves were selected from a large pool of applicants from across the country ranging from California and Arizona to Georgia and Illinois. As a traditional upstate New York lacrosse powerhouse, the Braves annually send players to college programs all over the country. They finished their 2008 season with a 23-1 record and were nationally ranked by both Inside Lacrosse and LaxPower.com (#20 and #18, respectively).

"We are thrilled to be working with the Canandaigua Academy Braves. During the final selection process it became clear that the team and the town have an unrivaled passion for the sport," says Lauren Ostrom, integrated marketing associate at New Balance. "We're eager to take viewers inside the real story of their spring 2009 season--showcase the triumphs, challenges, pre-season predictions and post-season pursuits. In telling their story, New Balance has a unique opportunity to transmit our own excitement and devotion to the great sport of lacrosse."

New Balance and Brine will donate approximately $60,000 worth of lacrosse equipment, performance footwear and apparel to the Canandaigua school district to outfit the team and their coaches. The equipment will be delivered on Wednesday, February 25th and New Balance representatives will be on-site to professionally fit the athletes in their gear and lead the team in a lacrosse-specific training session to officially kick off the spring 2009 season.

"Everyone in Canandaigua - the players, coaches, our insanely-supportive fans - is thrilled that our boys lacrosse team has been selected for this honor," says Canandaigua Academy athletic director Jim Simmons. "We are looking forward to working with New Balance/Brine in their inaugural SITB season and promise America it will be an exciting journey as the Braves chase another Section V crown."

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