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.
Shanghai quickly followed on the heels of Toyko, becoming the next city to light up in New Balance's Life In 247 Party, celebrating the global launch of the 247 sneaker. China’s largest city served up some Sino street style, with New Balance collabing with the city’s premier streetwear store DOE Shanghai to create a special pop-up convenience store filled with the things you need – any time, day or night.
Just like the 247 sneaker will take care of you non-stop, so the convenience store does the same whether it's early morning runs or late night emergencies. The result: fan fave snacks and drinks got a neat 247-branded twist and were free for anyone who stepped through the doors, while the sneakers themselves were presented in fridges and on shelves where special guests and passers-by could run in and cop the sneaker.
As day turned to night, New Balance and DOE transformed the space and handed the reigns to 'your Mom's fav doom metal DJ' and Shanghai native DJ Cavia for a warmup set before Hong Kong emcee, Doughboy, took to the mic alongside.
For photographic and moving-image proof, check the shots and exclusive vid of the party, above. And if you missed out, get in and experience life in 24/7 with the New Balance 247 sneaker available online and at select stores.