New Balance briefed me to create designs to be featured on a JD Sports exclusive collection.

My direction honours the heritage of the grey New Balance 990s trainer which became a status symbol throughout the 1980s of the tri-state area known as the DMV (USA). The designs pay homage to the streetwear style set by sub-cultures and of the music scene at the time.

Locals of the DMV were responsible for New Balance’s transition into streetwear from previously being known as ‘the runner’s shoe’.

With JD operating within the realms of streetwear, I felt it was only right to go back in time to mark this pivotal point in New Balance's history.

Apparel Design, Strategy, verbal identity.