(New Balance)


New Balance wanted a way to convey that their cushioning technology was more advanced than existing midsole components of running shoes and highlight the technology’s core features.


The name FuelCell supported a cushioning technology that was designed to fuel faster speeds for runners, for a longer duration of time. Incorporating the word “cell” not only referenced the microcellular composition of the foam midsole, but also provided a relevant link to the word “accelerate.