New Balance wanted to properly celebrate an iconic and groundbreaking product, the grey 574, and reintroduce it to young urban consumers.
True icons change and reinvent themselves. NB had the chance to celebrate an iconic product with Raekwon the Chef himself, and give him a platform for reinvention.
Re-introduce the 574 as a must-have staple for a modern creative’s lifestyle through immersive & elevated experiences for industry media and influencers.
Shift perception and increase relevance for New Balance within fashion and sneaker culture.
- Experiences & Events
- Strategy: Mazin Melegy
- Design: Tristan Woodhead
- Partnership: Jazerai Allen-Lord
Partners & Sponsors
- Panacea Collective
- Randolph Sunglasses
As part of New Balance’s inaugural international “Grey Day” celebration, we honored the 574 in tonal grey, the brand’s most timeless and original iteration. We conceived and built an immersive experience for SXSW press & attendees, featuring a private Texas BBQ hosted by Zagat recognized chef, Teddy Bricker and legendary Wu-Tang Clan member, Raekwon Da Chef. We invited VIPs to travel to Austin in a greyed-out private plane, serving them up with signature drinks and unique gifts while they worked in tandem with New Balance designers to create their own version of the 574 during the ride. A fleet of Teslas were waiting for the group on the tarmac, ready to whisk them off to the South Congress Hotel, where we unlocked an iconic moment; Raekwon sharing his passion by cooking publicly for the first time.
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