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New Balance Inc. and the New Balance Foundation have launched NB SparkStart, a global initiative to bolster the health, well-being and self-esteem of children through movement.
The multilateral program includes $4 million in grants, staffer volunteerism, product donations, retail events and athlete participation. Some New Balance employees will serve as NB SparkStart advocates to encourage colleagues to volunteer and to help underserved children in their communities.
Vice chairman and executive vice president of administration Anne Davis said, "Our goal is to inspire millions of children around the world to discover and nurture their movement spark."
In September, the Boston-based brand will hold its first global volunteer week for the NB SparkStreet mission.
As part of the initiative, the New Balance Foundation will donate $4 million in NB SparkStart grants to best-in-class nonprofits primarily in the U.S. Select organizations in the U.K. and China will also receive benefit from them to encourage movement among children.
To try to get consumers involved, New Balance is staging a six-week promotion to help the Boys & Girls Club of America. The company plans to donate 30 percent of the sales price of each pair of children's footwear sold during that period in the form of new shoes to the organization.