New Balance is going back in time. The Boston-based sneaker brand, which has been striving to grow its consumer base in recent months with new marketing, is hosting a '90s-themed pop-up shop in Los Angeles this week.
Sponsored by New Balance, Foot Locker and Nickelodeon, the shop will herald the launch of the X-90 athletic sneakers (a chunky look reminiscent of the '90s decade) and include themed spaces like a Koosh ballpit, a Nickelodeon Double Dare photo booth, and a throwback bedroom (hopefully Zack Morris' adorably oversized cellphone will be on a nightstand). Consumers can also turn into holograms in a feature created by ARHT, which will broadcast the images to a display screen. The experiential shop, designed by Stadium Status Group, will run from Aug. 10 through Aug. 14.
Earlier this year, New Balance rolled out a new brand platform with lead agency VML. "Fearlessly Independent since 1906" celebrates the sportswear company's 112-year heritage and is meant to differentiate it from the likes of competitors such as Nike and Adidas.