New Balance unveils new sportswear brand launched by LeBron James' agent Rich Paul

New Balance Athletics Inc. announces the upcoming launch of its new brand called Klutch Athletics. The sports footwear and apparel maker said this is a unit created by LeBron James’ agent and business partner, Rich Paul.

Paul is the founder of Klutch Sports Group and on Wednesday, Feb. 15, he also shared that he has formed a new sportswear brand with New Balance. The Klutch Athletics is set to debut in spring.

New Balance said that the first collection under the new sportswear label includes a line of training apparel for young athletes, men, and women. According to Fox Business, the Boston, Massachusetts-based footwear maker shared that Klutch Athletics will also go live online on April 27. It will also be available in some stores on this date.

Paul and New Balance said customers will see "iconic" gray shades and a touch of green in the items. Prices of the new products will vary - a t-shirt has starting price of $40 while a hoodie may have a $120 price tag.

In any case, the goal of Klutch Athletics for forming the brand is to support and serve all athletes in their athletic journey, starting in their youth, to collegiate, and finally to the professional sports level. New Balance’s SVP Julie Pike added that the center of their collaboration with Paul is connecting the community, athletes, and culture.

“Together, with Rich Paul and Klutch Athletics, our shared goal is to create a unique product collection and storytelling vision that celebrates the intersection of youth sport and culture,” Chris Davis, the chief marketing officer and senior vice president of merchandising at New Balance, said in a press release. “Rich has deep cultural roots in the world of sport and together we will realize a vision that has yet to be seen by the modern-day athlete. We always strive to take a differentiated approach - this partnership truly exemplifies our independent mindset as a brand.”

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