In today’s world, life never stops moving. From day to night, unique experiences shape the modern man and woman into inspiring individuals. In that restless spirit, New Balance has crafted the NB 247: a shoe built for today’s 24/7 lifestyle. With a global series of parties on January 7, 2017, that showcased some of the most unique, creative and innovative cultural figures in some of the world’s biggest cities, New Balance embodies how to live life in 247.

With London Fashion Week Men’s taking place the same weekend, the timing couldn’t have been more ideal for New Balance to drop in on the British capital for the London leg of the global 247 Party. With seven parties in seven cities happening at the same time around the world, after Shanghai, Tokyo, Seoul and Paris, London had a lot to live up to.

The party and London launch of New Balance’s 247 sneaker kicked off with an exclusive sit down dinner, with those lucky enough to attend treated to a meal prepared and served up by pioneering chef Magnus Reid. New Balance took over Shoreditch’s Protein Studios next for a packed-out party that went down in typical Fashion Week style. The shoe was revealed to guests once inside the space, and while they were invited to test it out, Boiler Room original Thris Tian warmed up the crowd.

It was only right that an event taking place in the birthplace of grime featured performances from some of the music’s key players. Veteran Ghetts and rising star Capo Lee hit the stage with DJ and producer Sir Spyro on the decks. And if that wasn’t enough, the legendary Gilles Peterson dropped in for a special performance to close out the night.

Experience life in 24/7 yourself and cop the 247 sneaker at New Balance’s online store.

Words by Aaron Howes
Branded Content Editor
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