New Balance 1906 World Tour

Hypebeast developed a three-phase strategy to amplify custom content with four key objectives: generate hype and intrigue, foster exclusivity, provide immersive event coverage, and create a sense of FOMO. The content rollout was aligned with major campaign milestones, including the highly anticipated London installment of the 106 World Tour, headlined by Loyle Carner. This intimate showcase, featuring the new 1906 pack in collaboration with JD, was captured authentically by Hypebeast through both stills and video. To wrap up the campaign, we published an exclusive sit-down interview with Loyle Carner, where he shared insights into his relationship with New Balance, his thoughts on the 1906 silhouette, his first time in Boston, and a summer of sold-out shows.