The appointment, which was made following a four-way pitch, will see Birmingham-based S&X deliver the comms strategy and media relations for New Balance’s UK subsidiary.
S&X previously worked with New Balance in 2006, managing a European campaign to mark the brand’s 100th anniversary.
New Balance UK marketing manager Samantha Matthews said: ‘S&X’s experience working with international sports brands and at major sporting events will be an invaluable resource in helping us strengthen the New Balance brand in the UK market, particularly in the core area of running.’
The appointment sees the agency charged with supporting and enhancing the continued growth of the brand in the build-up to a monumental sporting year in 2012.
S&X will implement a series of PR activities and collaborations to further amplify the 'Made in UK' proposition for New Balance, which manufactures at its factory based in Flimby in the Lake District.
This will include media activity with New Balance-sponsored athletes including British middle distance runner and Olympic hopeful Andy Baddeley.