Solution

In order to enter the streetwear scene, we took the launch to the streets, with a mobile coffee cart serving up cold brew coffee and two hot colorways.

Challenge

The design of the 574 Sport is fresh and modern, yet built on the classic vibe of the original. The NY launch needed to appeal to a new audience without betraying the sneaker's roots.

Situation

The 574 is a New Balance classic, but this venerable sneaker is more known for being a "dad shoe" than a streetwear staple. 

New Balance
574S.

 

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The cart itself was given a completelty custom aesthetic to match the black, red, and white palette of the new 574S, including a retro graphic vibe and custom neon signage.

Inside the cart, sneakers in the two launch day colorways were displayed alongside matched-color Donut Plant donuts and Counterculture cold brew, served up by Joyride Coffee.

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The coffee cart concept not only connected to an iconic NY experience, but allowed for the activation to be mobile, hitting multiple neightborhoods over the course of the launch weekend.

In order for the concept to work, it needed to be executed down to the smallest element: from our own take on the iconic deli coffee cup, to paper pastry bags, we sweat every detail.

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