New Balance and Joe Freshgoods Announce, “Beneath the Surface” Campaign to Launch the New Balance 610 Sneaker
The campaign explores what lies beyond the immediately apparent.
There’s always more than meets the eye – and New Balance and Joe Freshgoods have collaborated once again to create a campaign titled, “Beneath the Surface” based on this premise to launch the New Balance 610 sneaker. Inspired by the inner workings of the mind and hidden aspects of one’s personality, the collection explores this concept through subtle and intricate visual effects. The sneakers feature camouflage detailing with hidden details that elevate the design while paying homage to hip hop’s relationship with the pattern. The New Balance x Joe Freshgoods 610 sneaker will be available locally beginning April 28, 2023 for a suggested retail price of R2499.00
For this collection, Joe Freshgoods wanted to switch things up from previous pastel collaborations with New Balance and instead drew inspiration with a subtle and intentional design that is appealing yet rugged. The concept “Beneath the Surface” is explored in two different ways: the sneakers’ hidden custom camouflage pattern is a metaphor for the mind’s concealed thoughts and processes, and the shoes themselves have hidden details and features beyond what is immediately visible to the eye. The attention to detail and use of hidden features adds a layer of depth and complexity to the shoes, making them more than just a stylish accessory but an intellectually stimulating one.
Product Features:
610
- Embroidered nubuck overlays
- Custom JFG camo print mesh underlays
- JFG branded insert
- EVA and ABZORB midsole
- Ndurance rubber outsole