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Merrimack Valley

July 28, 2013

Made in America: Made in Lawrence

City native front man for New Balance's new patriotic marketing campaign

LAWRENCE - City native Edgardo “Egui” Campos graduated from Greater Lawrence Technical School in 2001 planning to embark on a career in the auto body industry. That lasted a short time, until he was laid off, and his mother, New Balance worker Rosa Rosado, told him he should apply at the 5 So. Union St. factory.

“They offered me a job and I decided to stay,” said Campos, who is just days short of celebrating his 11 year anniversary with New Balance. Campos worked seven years in packaging before becoming a materials coordinator for New Balance, housed in the city’s historic Ayer Mill building overlooking the Merrimack River canal.

But recently the 30-year-old bachelor stepped into the global spotlight becoming one of New Balance’s on-the-job models for its ever-growing “The Makers” marketing campaign.

Instead of using professional athletes or models, New Balance highlights their own loyal employees that work daily manufacturing and distributing athletic and walking shoes.

New Balance is the only athletic shoe manufacturer that makes its shoes on United States soil. The company has been committed to doing so for the past 75 years.

In “The Makers” campaign, Campos and other New Balance workers are featured in short video clips competing against workers from other U.S. factories. But since no one other sport shoe company makes its product here - there isn’t anyone to compete with in the United States and the workers essentially vie against no one.

The message was designed to encourage other companies to join New Balance in its commitment to American craftsmanship and domestic manufacturing, according to officials. In Campos’ clip, he’s playing air hockey with no opponent. He dominates the table with a winning goal.

“Our materials and goods are sourced domestically and that, combined with the commitment to excellence by our factory associates, allows New Balance a unique opportunity that sets us apart in the marketplace,” said Brad Miller, New Balance Enduring Purpose Manager.

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