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Event Recap: The New Balance 990v4 ‘1982’ UK Launch with END.
The UK launch of the NEW BALANCE 990v4 ‘1982’ took place this past weekend, with END. and New Balance teaming up to create an immersive pop-up experience in Shoreditch, London. We went along to capture the proceedings and celebrate the return of an icon.
A special release such as this deserved something special to mark the event – and we weren’t disappointed. With the 990 being such a significant release, the launch needed to be handled carefully and appropriately, but with the END. team taking control of the proceedings, the launch was in safe hands. A raffle system gave everyone a fair chance to get their feet into this slice of NB history, and the winners came along to collect their prize: an opportunity to pick up this special edition of the model at the original 1982 retail price of $100 (or £72, if you prefer).
Chosen to be the exclusive UK partner, the team from END. took control of one of 15 shipping containers that had been positioned in key locations around the world. From Seoul to Berlin, London to Buenos Aires, the launch of this globally respected slice of design history was commemorated in a fitting style with a display of choice pieces from the New Balance archives. A free bar and a music selection curated by Millie Cotton ensured that the celebratory vibes flowed from start to finish.
For those who couldn’t make it down to the event, you can check out the latest New Balance collection at END. by hitting the banner underneath.
