Art Director: Karl Dass, Ayessa de Guzman
Photographers: Maher Alshikhedder, Luiza Katz
We had the goal of reimagining the branding of an iconic New Balance silhouette by using nods to it's history, cultural importance, and current stance in sneaker culture.
Introduced in 1982, the New Balance 990 was the most expensive, premium, and technology rich running shoe on the market. This campaign aimed to bring forth the performance aspect of the shoe, while maintaining the sophisticated and premium persona the shoe has taken on in recent years.
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