New Balance introduces a new unisex collection that has taken inspiration from the 90's archives. Associated with the launch, New Balance strengthens the brand position “Fearlessly Independent,” which aims to support and lift colorful individuals to inspire others to challenge norms, dare to stand up for change and continue to be progressive.
The classic New Balance model 997 was released for the first time in 1991 and is, although it may not always got the most time in the spotlight, a big favorite among sneakers connoisseurs. Now New Balance launches it updated version 997H, which inspired inspiration from the classic predecessor, but at the same time breathe modernity and contemporary. The collection also includes clothes, everything in unisex sizes.
In connection with the launch of 997H, the New Balance continues its work on the global platform “Fearlessly Independent” and this time chooses to let young, fearless Swedish creators take the place and show the outside world its capacity. The campaign faces outwards are the artists Felix Sandman, the former FO & Omedlemen who is now on their own, and Luana Kiara who at Spotify has over ten million streams on his collab “Bad Boy” together with Tungevaag & Rabaan. As the first step in the creative the movement lets you release a music video to Felix Sandman's song “Miss you like crazy” where you to collaborated with set designer and neon artist Josefin Eklund, winner of the Nöjesguiden's Göteborg Award in category “Art of the year” 2018. The music video is released on 8/2.
It feels like such a large brand chooses to highlight young creators by lifting ours stories and our art. I like that New Balance chose to work creatively and it's cool that they can tell their independent story through mine. I love sneakers so this cooperation fell very much naturally, says Felix Sandman.
Felix Sandman has, despite his young age and in a short time, achieved great success and has a strong driving force and willingness to change. He belongs to the Swedish independent company TEN Music Group and is highly topical one of the leading roles in Sweden's first Netflix Original series, “Largest of all” released in spring, but will be premiered during the Berlin Film Festival in February. New Balance is both a training and lifestyle brand and they believe that both athletes and creative practitioners are a force for social change and wants to support and lift these in different ways through the platform.
There are many talented individuals in Sweden who drive conversations, culture and development forward different ways. Through our launch of 997H, we are expanding our cooperation with young and fearless profiles, not only in sports, but now also in creativity and music. This is a first step in spring brand transfer and we have great ambitions ahead, says Hanna Löfberg, Marketing Manager at New Balance.
The original 997H sneaker is now being modernized and updated in the new 997H to meet today's sport-driven fashion who draws inspiration from the trends and looks of the 90s. 997H comes in four different color settings, is Equipped with an updated sole and a tasteful upper in suede with stylish leather and mesh details. Along with the shoe, two tracksuits are also released in unisex sizes. The 997H collection is released by selectors dealer on 2/2. The prices are SEK 899 for the sneakier, SEK 699 for the track deposit and SEK 749 for wind jacket. Additional product or campaign information can be found on the campaign page at Sneakers Point.