NewFilm Six IA
New Balance x FUJIFILM
Fujifilm strives to spark ideas and be a tool in people's passions. On top of “giving our world more smiles.” They have had campaigns like “Don’t Just Take, Give”, “Why We Create”, and “More Smiles.” New Balance is for anyone and everyone. The company's main values are respect and fair play. Having campaigns like “Run Your Way”, “The Play Is Now”, “We Got Now”. Together, they create something unexpectedly creative.
NewFilm Six IA is the name of the shoe model that New Balance will create in collaboration with Fujifilm. The name is a mixture of the companies' names, and the “Six IA” comes from the Fujica Six IA camera model (Fujica Six IA is the first camera Fujifilm ever sold). This camera model is the inspiration for the shoe aesthetic. This camera was chosen because of both companies' long-established history. However, New Balance will bring a more modern take on the shoe style.
Different Angles
The shoe itself uses the texture that is on the camera. Having certain parts of the shoe imitating the colors and gloss of a camera lens. The insole takes inspiration from film rolls. As the bottom of the shoe not only carries on the lens color but also displays a light burst by the heel of the shoe, referencing a camera flash. Besides the small references throughout the shoe, there is also a functioning camera that pops open when pressed at the Achilles heel. Truly mixing New Balance and FUJIFILM.
Public Presentation
For marketing, the product will be displayed in a similar manner to old New Balance magazine ads in combination with yellowed collage photos, creating nostalgia for loyal fans of the two brands. At the same time, highlighting how long these two brands have been loved throughout the years