New Balance 574 Iconic Grey Launch @ The Yard, Shoreditch

March 19, 2018

New Balance Celebrate The Launch of A Timeless Classic Trainer, The Iconic Grey 574 - An Enduring Legacy.

 

If I mention grey day to you, you’ll probably be thinking, dull, cloudy and miserable. However, last week on the 15th March saw the greyest day to be one of the most exciting and commemorative within the industry, where the launch of a Timeless Classic trainer happened, the New Balance 574 in the Iconic Grey colourway.

Held at one of Shoreditch’s unique and versatile venues, The Yard bought together creatives, sneaker heads, music artists and industry enthusiasts for the iconic trainer celebration whilst live DJ sets from the talented English rapper and producer Mike Skinner and DJ Kings, Star.One were keeping the crowed entertained until it was time to hit the road home. To go in hand, a juicy variety of carefully crafted drinks were created with names such as “THE 547” which included a strange ingredient, activated charcoal (which tasted pretty good) and “THE ICON”, which was a top hit with me after 5 of them (oops). Also, mini toasted sandwiches were shared which settled the taste buds nicely.

The New Balance 574 was originally released as a running/high performance shoe. Now, within this evolving society we live in, performance and style have merged together to create something more fashionable which still engages that cushioning comfort. The Iconic Grey NB 574 was also exhibited around the room on various grey podiums which had labelled “ICONIC 574” on for guests to grasp a closer look of while being in presence of the trainer whilst celebrating it. Well, that’s what we’re there for, right?!

Further to great music, delicious drinks and food, a Photography Exhibition from the British photographer and filmmaker Ewan Spencer was set up for guests to enjoy. New Balance asked Ewan to choose 3 artists at the forefront of new British music to shoot. The people he chose are all developing new sounds and styles, pushing the boundaries to new audiences. His photography which included the faces of Conducta and Jesse James Solomon had been edited in a black and white effect, making the images visually impact with their enhancing grey tones that linked in with the Iconic Grey theme.

The night also saw some familiar faces also celebrating the NB574 launch such as British Grime artist as Devlin and female MC Ms Paigey Cakey who both earlier spent the day riding around Central London in a branded London cabbie with two lucky competition winners which was in collaboration with JD Sports. Additionally,  the sneaker King himself “King Of Trainers”, the infamous culture connoisseur Kish Kash, true female sneaker head Lisa Barlow who founded the all-female trainer store Kicks Love and Sneakersnstuff Manager James Gooden were also amongst the crowed celebrating. This event was one which engaged with many creatives within the industry and truly celebrated Iconic Grey 574 with pure good vibes and people!

 

 

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