When Foot Locker brought us in to help launch the New Balance 574 LDG collaboration, the goal wasn't awareness for its own sake. It was to create a drop the culture would actually show up for.

Working alongside Foot Locker's buying, sales, and production teams, we led the creative vision behind the NB 574 LDG, a reimagining of New Balance's iconic 574 silhouette developed in collaboration with Chicago artist Louis De Guzman. Our scope reached from the physical design of the shoe itself through to campaign creative, retail marketing, and a series of experiential activation events designed to bring the release directly into the community it was made for.

The launch was built to move. Every pair did.

All 2,500 units sold through at Foot Locker's brick-and-mortar and e-commerce channels. In its first week alone, the campaign generated over 800,000 impressions across editorial and retail channels, earning placements in Hypebeast, Complex, Nice Kicks, and Sneaker Freaker, amplified by Foot Locker's global Instagram presence as the exclusive retail partner. Foot traffic to Chicagoland Foot Locker locations spiked, driving broader footwear and apparel sales well beyond the collaboration itself.

The NB 574 LDG wasn't just a sellout. It was a cultural moment — earned, not manufactured.