Continuing its youthful rebranding, 91-year-old Chinese sneaker brand WOS33 (formerly known as Warrior 回力) recently unveiled its latest Parisian campaign. From humble beginnings crafting sports shoes for Chinese athletes and becoming a “working class” brand, today WOS33 stands as a cultural icon, loved by alternative youth in Shanghai and Beijing.
Shot by Hong Kong and Paris-based photographer Laurent Segretier, the latest campaign is set in the 13th arrondissement of Paris where Chinese immigrants have settled for generations. The new display utilizes the unique cultural mix of French modernism and traditional Chinese elements found in the community, noting WOS33’s progressive direction with respect to its roots. Along with the campaign, WOS33 launched a new set of colorways inspired by the brand’s vast archive. The all-white WOS33 05 leads the set, while the contrasting WOS33 08 rounds out the brand new additions.
Check out the Parisian campaign above and head over to WOS33 to shop the third drop.
In case you missed it, PLEASURES and Chinatown Market recently opened up a co-retail store in Los Angeles.