In celebration of its newly launched New Balance 9060 colourways exclusively at JD Sports, New Balance has embarked on a multi-region campaign featuring creative communities from around the globe.

The campaign’s key message is that it “celebrates the style-led global influence of the 9060 as a key fashion forward statement piece for building outfit inspiration”. 

The collaboration features carefully curated regional stylists and key tastemakers of their wider communities, with the freshly launched colourways “styled from an array of unique style standpoints”. 

Through the lens of three “inspirational, culturally connected stylists”, the campaign creatively “champions the variety of the 9060 [while] illustrating the authentic spaces it continues to thrive in”. 

In EMEA, London stylist and creative consultant Daryon brings his “streetwear and gorpcore flair” alongside photographer, stylist and cultural connector, Natalie Winter. Both “seamlessly blend streetwear, blokecore and Y2K Girl style inspirations for an elevated look”. 

In APAC, hailing from Sydney, creative director Julianna Yao brings a “contemporary Y2K aesthetic” to the modern New Balance 9060 consumer, with collaborator, skater, model and designer Nick SDBR.

Plus, “landing in NAM”, NYC native, stylist and creative director Danie Sierra “takes the 9060 from the studio to the streets of Brooklyn” with longtime friend, DJ and photographer Giovanni Mourin (BabyFace Gio).

The multi-region global campaign “highlights the nuances of the New Balance 9060 across three key cities, leaning into each local protagonist’s tone of voice, profile and community to authentically engage existing 9060 consumers, simultaneously converting the uninitiated”.

Three SMU’s in Grey, Moonrock/Moonbeam and Sandstone/Sea Salt (all priced £160) have launched only at JD, available in stores and online.