NEW BALANCE FW’23

The "Tenacity 'Grit'" collection began with an in-depth ideation phase on Mural, where we gathered inspiration from New Balance's heritage in team sports and infused it with a fresh, bold perspective. Through extensive image and consumer research, we crafted a youthful and versatile concept, following the creative direction set by leadership to shape elevated training apparel that balances trend-driven style with high functionality.

Refining this collection involved ongoing collaboration and feedback sessions with cross-functional teams, including development, materials, and marketing. We worked closely with retail buyers from JD Sports, Footlocker, and Dick’s Sporting Goods to ensure the collection resonated with consumers. Our goal was to meet and exceed consumer needs with performance-driven, versatile pieces suitable both on and off the field.

Using Adobe Illustrator and CLO3D, we created detailed CADs and tech packs, enabling seamless communication with our tech team and factories to produce initial prototypes. Through fit sessions and wear-testing, we refined each piece based on insights from testers and the costing team, ensuring we met performance, budget, and sustainability goals. The final collection was then prepped for an e-commerce photoshoot, ready to bring New Balance’s reimagined heritage to the forefront.