480 Shoes, 480 Experiences
BOSTON (September 15, 2009) -- From the heritage of the 574, New Balance introduces the 574 Clips Collection. This staple New Balance silhouette is crafted into a new innovative style, which continues to inspire the blend of design with function. While the 574 silhouette's heritage will remain, New Balance will debut an innovative campaign to support the launch of the 574 Clips Collection which will mark the first campaign from New Balance Lifestyle's agency of record, Mother New York.
The 574 Clips Collection
574 Clips is a collection constructed from leftover materials salvaged from New Balance's Lawrence, MA factory. Made in the US, the upper of each shoe is first constructed and then assembled in Massachusetts. To show pride in New Balance's continued dedication to domestic manufacturing, "USA"will be stitched on the heel and tongue of every shoe within this collection.
574 Clips stays true to the 574's premium design and comfort technologies, but acquires its name from being constructed of leftover clips of materials from other New Balance "Made in the USA"silhouettes, specifically the 993 and 996. Typically constructed of cow suede, the evolved 574 will feature supple grey pig suede, which comes from the leftover materials of the 993 stitched together with one of four different colored surplus meshes from the construction of the 996.
"Of all the shoes produced by New Balance, we're especially proud of the 574. It's a perfect demonstration of our core values of heritage, craftsmanship, innovation and imagination, as well as our deeply held belief that ‘grey is beautiful,'"says product manager Luis Navarro. This collection will follow the standards that all past 574 collections have embodied: the synergy of beautiful design and function. All content created for the 574 Clips campaign will also be inspired by heritage, craftsmanship, innovation and imagination, New Balance Lifestyle's core values.
The 574 Clips Campaign
The collection name, "574 Clips"has a dual meaning: The first stems from the leftover material clippings used to construct each shoe; the second from the video clips used in the marketing campaign supporting this collection's launch, designed by New Balance Lifestyle's agency of record, Mother New York.
The 574 Clips marketing campaign will target sneaker connoisseurs - one of a growing number of enthusiasts who collect, critique, discuss, analyze, obsess about, display, sell, and sometimes even wear the sneakers they buy. New Balance will be able to provide these tastemakers with a shoe that no one else has with a unique experiential story specific to that shoe.
The 574 Clips Campaign was designed to highlight the individualistic nature of each shoe. The campaign will be centered around a website that will feature 480 short videos, www.574Clips.com. 480 video clips were recorded of each of the shoes' unique experience before reaching the consumer. These videos were shot at locations throughout the US including Los Angeles, New York City and Lawrence, Massachusetts, where the shoes are manufactured.
To compliment the 480 short films, a Polaroid photo has been taken of the shoe's experience and placed in the corresponding shoe box, conveying a trading card collector feel. The back of each Polaroid will indicate the shoe's limited edition number (example: 017/480), size and color. A find tab will list the ten retail locations where the collection can be purchased.
Consumers can then visit the 574 Clips website and search for the exclusive video created specifically for their shoe. Once the consumer has found their "clipâ€, they can watch the short video featuring their pair. After the video is finished playing, the Polaroid will flip over and the owner has the option to "claim"their shoe by entering a unique 5 digit code and their name. Once clips are claimed, they can still be viewed, but the owner's name will be shown at the end of the short. Enthusiasm of purchasing and finding each shoe on the website will translate into a desire for the owner to share with their friends. If a user elects to share their new pair of 574's unique experience with friends, they are presented with several social media options including: Facebook, MySpace,
Delicious and Tumblr.
"We took the iconic 574 and evolved the world around it,"said Paul Malmstrom and Linus Karlsson, Creative Directors and Partners at Mother New York. "We wanted to find a way to make each shoe extra special. We did this by creating 480 stories for 480 shoes, shooting people and places across the country. We were there for 443/480's entrance into the world. We screamed with 298/480 throughout its first roller coaster. We held 016/480's laces as it raced in an ambulance. We even had to chase a zebra to get 002/480 back."
The 574 Clips Collection shares various technologies with the 2010 re-engineered 574, such as removal of unnecessary foams in the tongue and collar to reduce heat and bulk and added rubber durometers to yield shoe flexibility and a softer feel. It also features a PU insert for ultimate, plush comfort and a microdenier lining taken from the 993 to create a luxurious feel.
The 574 Clips Collection will be available in September 2009, in four rich colorways: grey/blue, grey/green, grey/orange and grey/burgundy. There will be 120 pair per color available, limiting the total production to 480 pairs. 574 Clips will retail at $75.00 at ten top U.S. retailers including Reed Space in NYC, Undefeated in LA, Bodega in Boston and Goods in Seattle, among others.
The 574 Clips Campaign was designed to highlight the individualistic nature of each shoe. The campaign will be centered around a website that will feature 480 short videos. 480 video clips were recorded of each of the shoes’ unique experience before reaching the consumer. These videos were shot at locations throughout the US including Los Angeles, New York City and Lawrence, Massachusetts, where the shoes are manufactured.To compliment the 480 short films, a Polaroid photo has been taken of the shoe’s experience and placed in the corresponding shoe box, conveying a trading card collector feel. The back of each Polaroid will indicate the shoe’s limited edition number (example: 017/480), size, and color.
Consumers can then visit the 574 Clips website and search for the exclusive video created specifically for their shoe. Once the consumer has found their “clip”, they can watch the short video featuring their pair. After the video is finished playing, the Polaroid will flip over and the owner has the option to “claim” their shoe by entering a unique 5 digit code and their name. Once clips are claimed, they can still be viewed, but the owner’s name will be shown at the end of the short.
Enthusiasm of purchasing and finding each shoe on the website will translate into a desire for the owner to share with their friends. If a user elects to share their new pair of 574’s unique experience with friends, they are presented with several social media options including: Facebook, MySpace, Delicious and Tumblr.“We took the iconic 574 and evolved the world around it,” said Paul Malmstrom and Linus Karlsson, Creative Directors and Partners at Mother New York. “We wanted to find a way to make each shoe extra special. We did this by creating 480 stories for 480 shoes, shooting people and places across the country. We were there for 443/480’s entrance into the world. We screamed with 298/480 throughout its first roller coaster. We held 016/480’s laces as it raced in an ambulance. We even had to chase a zebra to get 002/480 back.”
Campaign credits;
Creative Director(s): Linus Karlsson & Paul Malmstrom
Art Director (s): Jed Grossman & Mark Aver
Copywriter (s): Ben Hughes & Jon Lancaric
Creative Technologist: Rey Peralta
Designer: Derrick Lee
Producer (creative): Imogen Bailey
Assistant Producer: Bryan Reisberg
Art Producer: Amita Sehgal
Production Company: Greencard Pictures
Executive Producer (s): Nick Kadner & Emily Wiedemann
Producer: Max Knies
Post Supervisor: Mike Sobo
Interactive Agency: Almighty
Studio Director: Paul Larrow
Senior Flash Developer: Marc Leuchner
Technology Manager: Jeff Wilder
Account Director (interactive): Emily Daniel
