New Balance unveils 574 Clips
New Balance Athletic Shoe Inc. said it is introducing a new collection called 574 Clips, which are sneakers constructed from gray pig suede and leftover materials salvaged from the company's facility in Lawrence.
With a suggested price of $75 a pair, the collection will be supported by a marketing campaign that targets sneaker connoisseurs who collect shoes they don't always wear, said Boston-based New Balance, which added that the upper of each shoe is first constructed, then assembled in Massachusetts.
To promote 574 Clips, New Balance said has unveiled a new website, www.574clips.com, that features 480 short videos, each spotlighting an individual pair of shoes in the collection.
The videos are produced by Mother New York, an ad agency that works for New Balance.
The New Balance press release included a statement from Paul Malmstrom and Linus Karlsson, creative directors and partners at Mother New York.
“We wanted to find a way to make each shoe extra special," they said. "We did this by creating 480 stories for 480 shoes, shooting people and places across the country. We were there for 443/480’s entrance into the world. We screamed with 298/480 throughout its first roller coaster. We held 016/480’s laces as it raced in an ambulance. We even had to chase a zebra to get 002/480 back.”
The photos that appear with this post were taken from New Balance's website.
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