On January 26, 'New Balance' stated that IU will be representing their latest 'Lifestyle' line. A marketing representative commented, "IU has become the new muse for 'New Balance', demonstrating her dongsaeng-like charm. She is expected to attract many consumers with her innocent, lovely image."
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'New Balance' is looking forward to promoting their Spring 2018 collection with IU. Meanwhile, IU will also be starring in new tvN drama 'My Mister' airing this March.