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New Balance – Grey Days New Balance History

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Artfully shot in black-and-white 16mm film, this compelling seven-part campaign, developed by American Haiku and directed by Elliott Power through Rascal Films, delves into the history of trainer brand New Balance and its influence on American subcultures. 

The film takes in the popularity of the brand with different style tribes, the company’s running heritage, its place in DMV folklore, the shoes’ technical prowess and the mythology surrounding the genesis of the iconic 990. 

UK rapper Dave, NFL star Chase Young, skateboarding legend Andrew Reynolds are among a host of brand enthusiasts and affiliates to feature in the simplistic yet soulful vignettes. The creative also showcases a short 1960s retro animation from Stray. 

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