Where and how we choose to spend our time is all about balance. The New Balance 550, 530 and 2002 Pan MENA campaign goes live on August 4thexplores this sentiment with a study of the relationship between public and private spaces, exclusively available at Foot Locker.
The campaign features two talents who represent the brand: Sainté and Storm Reid.
Sainté:
Leicester’s own Sainté is the UK’s most promising rap sensation. His bombastic yet subtle lyrics course through tracks that feel uniquely British, yet in a world unto their own. Hailed as the next generation of grime, Sainté has two highly performing EP’s and a few viral tracks under his belt at a young age.
Storm Reid:
Brand Ambassador, Emmy-nominated actor, and cultural sensation Storm Reid is a prodigy-turned-staple in the film world.
- 550: The original 550 debuted in 1989 as a basketball shoe and was reintroduced in 2021. The 550’s low top, streamlined silhouette offers a clean take on the heavy-duty designs of the late ‘80s, while the dependable leather upper construction is a classic look in any era. This collection features some pops of blue, red, and black to celebrate summer.
- 530: The 530 sneaker is a throwback of one of our classic running shoes. This casual kick combines everyday style with modern tech with hints of blue.
- 2002: Inspired by the popular MR2002, the New Balance 2002R casual shoes offer a callback to the running style of the 2000s in a modified mule silhouette. The off white is a faux suede with subtle hits of blue and red.
As the foundation of the campaign was location, we placed focus on set styling and capturing distinct, authentic, and regional feelings. Set styling guidelines created an organic world, where the sneakers could exist seamlessly and effortlessly.
Both individual and intermixed films find Storm and Sainté lounging in stylized representations of their respective childhood bedrooms. While Storm flips through pages of script while getting ready to hit the streets, we see Sainté practicing lines, listening to music, playing basketball.
These scenes are juxtaposed with the outside world, when we see both emerge into another side of their respective natural environments.
This 360 campaign, in collaboration with Foot Locker, expresses New Balance’s positioning within sport, music and culture at large and will have amazing activation zones in Foot Locker at Dubai Mall, Riyadh Centre, Doha Festival City and Avenues.
The 550 will be available in men, women, and grade school sizes for suggested retail pricing of 699 AED/ 805 SAR/ 58 KWD. The 2002 will be offered in all sizes as well, suggested retail pricing ranging from 429 AED to 1000 AED/ 400 SAR TO 1150 SAR/ 35 KWD to 85 KWD. The 530 will be offered in men, women, and grade school sizes suggested retail pricing of549 AED/ 635 SAR/ 45.5 KWD. All shoes can be found in store and online at Foot Locker.
