In celebration of the launch of the new colourways of the New Balance 1906exclusively at JD Sports, New Balance has launched a multi-channel campaign featuring U.K. Artist Sainté.

The campaign follows Sainté during Paris Fashion Week, catching up with his wider community and capturing the diverse appeal of the 1906 and how it is being worn by a new generation of culturally aligned collectives and communities.

Sainté burst onto the scene in 2021, quickly establishing himself as one of the most exciting new voices in the UK. Very much in his own lane, his unique sound, style and stage presence has seen him collaborate, record and perform with some of the world’s leading creatives, collectives and cultural connectors. With his debut mixtape ‘Still Local’ dropping on a major label this year, backed with a full European tour, Sainté’s profile continues to rise cementing his reputation as one of the key artists to watch in 2024.

From performing at some of the city’s coolest parties to attending the hottest runway shows, Paris hasbecome a second home for the Leicester-born, London-based artist and offered the perfect setting to capture Sainté connecting with his community of collaborators whilst documenting the city and the style through his unique lens.

Beautifully crafted campaign assets are supported by interactive in store elements to engage JD’s New Balance 1906 consumer in the real world. As part of this, a community of visual artists from across the globe gave their own take on the campaign and the 1906. Across seven cities and seven creatives, they explored how the New Balance 1906 influences artists from London to Los Angeles. 

UK artists include Scottish-born, Liverpool-based BETAROK75 who produces commercial works, facilitates workshops and organises paint spaces for creatives in the city. Alongside INSA, who has gained a huge following for his work globally. Always keen to push boundaries and innovate, INSA’s recent experiments with social and digital media.

The iconic New Balance 1906 men’s sneaker is back with fresh style. Named for the year New Balance was conceived and updated with an upper inspired by running shoe designs from the 2000s, this classic shoe continues to be a staple in the running world. Its Nergy shock absorbing outsole features a Stability Web for added arch support, while an ACTEVA LITE midsole and ABZORB SBS heel cushioning offer comfort and stability.

Three SMU’s globally launching only at JD will be available in stores and online here via the links below: 

New Balance 1906 Black, £140

New Balance 1906 Reflection, £140

New Balance 1906 Concrete, £150

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