New Balance debuts its custom American-made project in New York.
What’s the best way to get the word out about your Made in the U.S.A. bona fides? For New Balance, it meant bringing bloggers and fashion stylists to a swanky underground New York bar to create a custom pair of American-made shoes while sipping custom cocktails—named in honor of some of the nation’s most iconic figures, like Johnny Appleseed.
The brand—noting that New Balance’s U.S. workforce produces 25 percent of its shoes sold in North America—showed off its Spring/Summer 2012 Made in the USA collection. New Balance also displayed styles from its Tall Tales collection, crafted using its iconic 574 street style and inspired by Johnny Appleseed and John Henry. (Matching the theme were custom cocktails of the same fabled names.)
Guests were invited to create their own riff on the classic style as part of the brand’s Custom US574 project, which allows New Balance shoppers to craft their own pair of American-made shoes on the brand’s website. —Audrey Goodson
