We developed a concept that framed the “247” model as the perfect balance between performance and daily lifestyle, tailoring the narrative to resonate with a young, urban audience.
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New Balance “247”
We collaborated with New Balance for the launch of the new lifestyle silhouette “247,” curating both the creative direction and event activation in Rome.
The challenge was to introduce the model as a symbol of everyday lifestyle while connecting the brand with the local street and music community through real experiences.
We connected New Balance with SUEDE’s local community, positioning the store as the launch hub and amplifying the brand’s presence through genuine cultural engagement.
We organized two activations for the launch — an in-store event dedicated to the product reveal and a night party featuring DJ Shablo as guest. The dual format generated energy both in retail and lifestyle spaces.
We encouraged user-generated content during both events, creating authentic social buzz around the 247 launch and strengthening the organic visibility of the campaign.
The campaign successfully positioned the New Balance 247 as an urban essential while embedding the brand deeper into Rome’s streetwear and music culture. The events gathered a wide audience, generated strong social interaction, and reinforced SUEDE’s role as a bridge between global brands and local communities.