Shot in studio with minimal propping, the objective was to create timeless imagery that could provide evergreen material to support the sneaker on an ongoing basis.
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We partnered with New Balance to provide updated content for the original red and blue color ways of one of their most iconic silhouettes, the 550.

Created a clean, muted set and utilized complementary tones and styling to push the sneakers’ color story.

We cast models with incredible chemistry to highlight the sense of friendship that sport can bring to our lives.

Assets were used on web and for in-store print.

The campaign saw second life following Taylor Swift’s appearance wearing the OG red 550

X.Wave was responsible for the entire process, from creative ideation, to production / post-production, and delivery of final assets.