The number and importance of regions are increasing at the same time as traditional regional identities are undermined through processes like globalisation and individualisation. Local and other administrations increasingly cooperate and create new regions which are too changeable for a distinct collective identity to develop. Nevertheless, a clear identity discourse helps administrators to justify their policies; to mobilise local stakeholders; to attract outside resources; and to get attention and funding from the central government. This paper studies how the identity discourses of these new regions are constructed by administrators and other stakeholders by using elements linked to the identity of more established spatial entities. Especially important are the selective downloading of characteristics from the nations and regions to which they belong and the uploading of specific qualities from the cities and areas within their boundaries. We analyse how in two areas in the Netherlands the identity discourses of new regions have been constructed through selective association with the complex layers of more established spatial identities nearby. This paper studies how stakeholders create identity discourses for new regions through the uploading and downloading of characteristics of more established spatial identities at different scales. We focus on the identity discourses communicated by new regions to legitimise themselves and not on the identification of individuals with 'their' region (Paasi, 2009;2012). We view regional identity not as a set of characterisfics of a well-defined spafial entity 'out there', but as social constructs that are created and reproduced through stakeholder discourses that become materialised in, for example, planning documents or official websites. New regions are based on the cooperation between local administrations and often include administrations from other scale levels and other stakeholders. After discussing the proliferation of partially overlapping new regions in recent decades and how these new regions can be legitimised, we focus on the identity paradox: the increasing importance of regional identity to justify regional policies coincides with the decreasing possibilities for new regions to communicate a distinct identity. We investigate how stakeholders of these new regions can resolve this paradox by using elements ofthe identity of more established spatial entities in their vicinity in their political discourses. We demonstrate these processes by analysing how in two areas in the Netherlands the identity discourses of new regions have been constructed through interaction with the complex layers of spatial identities around them.The rise of new regions The proliferation of new regions is linked to the transformation of the nation-state in Europe and the growing importance of global competition. Economic geographers focus on the growing importance of regions in providing companies with the specific conditions