The weekend of January 7/8, New Balance celebrated the release a brand-new men’s lifestyle silhouette, the 247. The new number refers to the modern-day culture of living life 24 hours a day, seven days a week and made to fit your life from morning to night.
In the spirit, a series of unique events were held in global cities that highlighted local culture and community. Events took place in numerous world-class cities – including New York City, Los Angeles, London, Paris, Shanghai, Tokyo, Seoul – to name a few.
Canada was also in on the celebration, as New Balance and APEX PR planned and executed events in Toronto and Vancouver.
Torontonians are made for mornings, so to start the day on the right foot, an early AM-event was held at a luxurious members-only club, for Toronto’s finest male media, bloggers, influencers and sneaker heads. Guests were able to drop-in, sip premium java and devour delicious breakfast bites, all while checking out the big reveal of 247 product collection. The morning mood was set with upbeat tunes from a live DJ, while the talented Matt Sacchitiello (@mattsacc) of Crow’s Nest Barbershop provided cuts and trims.
The next day in Vancouver, and intentionally appropriate for a footwear launch, a unique and intimate guided walking tour took invited male media and influencers out for a day on the town – highlighting one of the most cutting-edge neighbourhoods, Gastown. Guests were led by a New Balance clad tour guide who shared history, cultural facts and stories about the area and the group visited three sought-out restaurants for private tastings: Bao Down, Six Acres, and Nicli Antica Pizzeria. Once the tour was complete, black SUV car service transported the group to their final destination, the New Balance Robson St. store, for the big 247 reveal. A live DJ, local brews and a churro dessert cart awaited guests for a lively after party.
The weekend’s impactful buzz world-wide, proved the incredible success of the launch – with countless reviews, recaps, photos, videos, snaps, and stories posted using the #LifeIn247 hashtag.
A snap shot of some of Canada’s buzz from guests of the events can be seen below.
Be sure to check out New Balance Canada on social