Zalando Cooks Up a Piping Hot Launch for New Balance ABZORB
Putting the sneaker on the daily specials of a food truck in a new campaign.
Zalando is expanding its footwear library with the arrival of the New Balance ABZORB collection. To mark its launch, the retailer serves up a new campaign spotlighting the ABZORB 2000 and 2010 models.
Known for its assortment of activations that turn playful concepts into inspiring style, Zalando centers the launch around the humble food truck. Drawing a parallel between the appetites of sneakerheads and foodies, the supporting campaign finds the silhouettes on an alternative menu as individuals queue up to get their hands on a pair.
Not forgetting to incorporate a series of fresh fits, the visuals also feature a curation of New Balance garments. Complementing the deep “Violet Crush” heel of the ABZORB 2010 is a soft purple sweatshirt and gingham shorts, while the citrus tones of the New Balance ABZORB 2000 “Limelight” are made the main focus with a pared-back long-sleeved jersey and denim shorts.
Continuing to celebrate the launch, Zalando brought the concept to life at an event in its home city of Berlin. At the Haus der Visionäre venue, attendees were able to experience the New Balance ABZORB 2000 and 2010 in a quirky food truck setting with a headline set by DJ Temry.
You can now shop the New Balance ABZORB collection at Zalando, with prices starting at €170 EUR (approx. $200 USD).
