Kuala Lumpur, Malaysia – April 2, 2024 To celebrate the launch of exclusive new colourways for the 1906 sneaker at JD Sports, New Balance has unveiled a multi-channel campaign featuring U.K. artist Sainté.
The campaign follows Sainté during Paris Fashion Week, showcasing how the 1906 is embraced by a new generation. We see Sainté interacting with his community and capturing the diverse styles the 1906 complements.
Sainté, a rising star in the UK music scene, has quickly gained recognition for his unique sound and style. This year promises to be a breakout year for him, with the release of his debut mixtape and a European tour.
Paris, a familiar haunt for Sainté, provided the perfect backdrop for the campaign. The city’s energy and style are captured through Sainté’s lens, as he connects with collaborators and explores the city.
The campaign’s visuals will be complemented by interactive elements in JD Sports stores, further engaging customers with the New Balance 1906.
Iconic Sneaker Gets a Fresh Look
The new 1906 builds on the heritage of this classic running shoe. Inspired by 2000s running shoe designs, it features a stylish upper and cutting-edge technology for comfort and performance. The Nergy outsole with Stability Web provides arch support, while the ACTEVA LITE midsole and ABZORB SBS heel cushioning ensure a smooth ride.
Lace Up and Explore the Majesty of Lake Toba
The JD Sports exclusive 1906 (M1906RJX; M1906RJV) will be available starting April 8, 2024 at JD Sports stores and online at www.jdsports.my.
