Aminé x New Balance 2025 Wants You To Cut the Performative Reading
“Your matcha will understand.”
Summary
- The first Aminé x New Balance 2025 campaign has dropped, leaning into the current trend of the “performative man.”
- No collaborative footwear has been officially revealed quite yet, but the musician does don a pair of bright green kicks to match his matcha
- The pair has set up a book drive in Portland, Oregon in support of the launch that runs through September 10
New Balance is not buying into your performative reading or your increased matcha intake. For the label’s latest chapter of its partnership with Aminé, the seasoned duo is leaning into the performative man aesthetic that is plaguing the cultural zeitgeist.
While no collaborative footwear has been officially revealed quite yet, we do have a couple of witty campaign videos and billboards, as well as a book donation drive in Los Angeles in support.
In the visuals, Aminé dons a pair of bright green-hued sneakers, though confirmed details are still up in the air.
The first visual features the rapper reading a book entitled Most Amazing Women of All Time, until his matcha interrupts him to say, “I know you’re not reading that book. You’re not aura farming. You’re 31 years old and pretending to read,” then directing him up to the billboard.
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As for the book drive, Aminé x New Balance has set up shop at 207 NE Martin Luther King Jr Blvd in Portland, Oregon. Anyone can drop off their books in the box out front through September 10.
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Watch the Aminé x New Balance 2025 campaign videos above, and stay tuned to Hypebeast as more information surfaces on the duo’s next collaborative release.
