New Balance approached our studio because they needed a complete apparel reset, one that could push them into new aesthetic territory without abandoning their Boston roots. We delivered a visual language that celebrates motion as the core product, treating running as the primary design driver. The work subverts typical fitness apparel expectations, refusing to lean on tired performance graphics or heritage nostalgia. Instead, we built a system that positions New Balance as owning a distinct visual space in performance wear, one that feels authentic to their technical legacy.