In celebration of the global launch of the New Balance X-90 Knit, a sneaker that combines the best of the 90s with 2018 street style, New Balance and Foot Locker celebrated the launch of their “Rewind to the 90s” Pop-Up with a large party in Los Angeles last night.
The event included key celebrities from the 90s, including Ben Savage, best known for his role as Cory in “Boy Meets World” and Jaleel White, also known as Steve Urkel from “Family Matters”. Cocktails were served and hired actors walked through the space to create a fully immersive 90s experience.
Designed by Stadium Status Group, the Pop-Up experience takes visitors back to interact with decade-relevant products, music, TV, and fashion. The series of themed spaces include a Koosh ball pit, Nickelodeon Double Dare photo moment, a SNICK lounge, a throwback bedroom and even the opportunity to be transformed into a 90s-themed hologram.
“New Balance’s newest model, the X-90, is a great opportunity for Foot Locker to nostalgically immerse our LA consumers into the decade,” said Patrick Walsh, VP of Marketing for Foot Locker North America. “The pop-up is not only a store but an experiential space, reminiscent of 90s youth culture.” The featured New Balance X-90 Knit ($100) was inspired by the classic 99x series and fuses sport with style.
“We saw the X-90 launch as a huge opportunity to not only showcase New Balance’s authentic heritage through a new silhouette, but tap into a cultural phenomenon with a strong, global partner,” said Chris Davis, VP Global Marketing, New Balance. “Foot Locker helped bring the ‘Rewind to the 90s’ experience to life with their unique point-of-view, pulse on culture, and strong brand identity.”
This experiential Foot Locker store, located at 939 Studio, will be free and open to the public daily from 12 p.m. – 7 p.m. from August 10-14, 2018. The pop-up will also offer a variety of other New Balance products, including an exclusive, early-release of the X-90 Recon ($110), in advance of the Sept. 1 global release date.
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