New Balance 9060
New Balance, The 9060 Edit
2024
The 9060 Edit, a collaborative event between New Balance and OFFICE Shoes, was designed to deliver an immersive experience that celebrated the launch of the New Balance 9060 trainer at OFFICE. The event aimed to position the 9060 as the "IT Girl" silhouette for fashion-forward consumers while incorporating strategies to drive sales. Attendees were invited to explore an interactive experience that showcased how the 9060 could be styled through a fashion lens, specifically tailored to the OFFICE consumer. The event generated multiple content capture opportunities, enhancing engagement and brand visibility.
A central focus of the event was the trending "Wearing Vs Styling" concept, which has gained significant traction on social media, particularly among Gen Z and Gen Alpha. This trend, featuring 44.1K posts across Instagram and TikTok, highlights the transformation of basic outfits into fashion-forward looks through accessories, layering, and creative positioning. The 9060 Edit included an interactive discussion with celebrity, personal, and influencer stylists, providing consumers with insights on how best to style the 9060, increasing the likelihood of purchase. The event also featured a styling-inspired content capture set, live DJ performances, drinks, light food, and a live illustrator, creating a vibrant and engaging atmosphere for all attendees.
SERVICES:
BRAND EXPERIENCE
EVENT DESIGN
3D VISUALS
CLIENT
For project inquiries and more information,
please get in touch at studio@celinajoyce.com
“The Shoe of Summer”
GQ MAGAZINE J
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