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.
As the kick-off city for the global 247 event, Tokyo was primed and ready to ignite the worldwide party. With a focus on the Japanese city’s rigorous art scene, the all-day event was as much an homage to the city’s nonstop energy as it was to New Balance’s innovative new silhouette.
Starting at 9 a.m., the party kicked off at Harajuku’s contemporary Bank Gallery with a combination art exhibit and live painting session, featuring artists from around the globe. The roster of artists included graffiti artist Honet, FAFI and Letman—who participated with a live painting performance—along with Craig & Karl, Kate Morros, Kami and Eric Elms. Each was tasked with tackling the concept of “247” in their own style, with each adding their individual flavors to the theme. With one-of-a-kind interpretations, each artist approached the brief differently, varying from Craig & Karl’s rework of “Life in 247” in their multi-patterned style, to Honet’s graphics featuring characters wearing and running around in the New Balance 247 sneaker.
But art wasn’t the only thing on display, as musicians took over in the evening. Featuring a performance by NYC’s Onyx Collective, the group’s fusion of jazz, R&B, hip-hop, rock, and soul led a musical lineup that also included Japan’s Mitsu the Beats and Monkey Timers.
If you couldn’t make the event in the Japanese capital, don’t worry—we captured the whole day’s goings-on with a full recap. Check the video above to see Japan's New Balance 247 party.
