Monday, December 5, 2011

The Affair: New Balance SA 574 Dragon Pack Launch I

Friday, 2 December saw the hottest sneaker launch occur in Cape Town at the Shelflife Store in Loop Street, courtesy of New Balance South Africa (NBSA). Not in a very long time have I experienced a launch as highly anticipated and sought-after as this one. Invited guests were ushered into the gallery area of the exclusive store and were introduced to a promo video introducing the culture, energy, inspiration and attitude of the exclusively limited edition sneakers. The video, which incorporated a real time ending, saw the guests in a flurry of excitement as they found themselves moved from watching the video to being part of it all.

“Shelflife is SA’s premier sneaker store, they represent the ‘true’ sneaker and street culture in SA, speak to the right consumers and are avid fans of New Balance,” said Justin Stevens, New Balance Lifestyle Brand Manager. “When you working with great associates who add value to your brand, everything runs smoothly and sponsorship becomes partnership. It’s not so much hard work when you’re having fun.

ABOVE: Justin Stevens, New Balance SA Lifestyle Brand Manager

I think to date, this has been the most successful launch to date, the video was perfectly executed by Shoestring Productions and the crowd seemed very impressed with the video feature finishing in ‘real-time’. Making our valued consumers part of the video experience was amazing. I can’t wait to see the final cut.”

All in all, the full partnership team of New Balance SA, Shelflife Store, Russian Bear Vodka and Shoestring Productions did an incredible job with this launch. The energy and vibe was commendable and all the New Balance merchandise looks fantastic. For those keen on getting their hands on this limited edition stock, hurry over to the New Balance Concept store in Canal Walk or go to Shelflife and grab some before it’s all gone. The 574 Dragon Pack is highly collectable.

Photographs by Buntu S

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