Rich Paul, one of the most powerful sports agent in the world, has joined forces with New Balance for a new sneaker.
He joins a growing list of celebrities who have helped create unique footwear including Kanye West (adidas) and Lil Nas X (Nike).
Rich Paul is the founder of the Klutch Sports Group and is notable as a long-time friend and agent for NBA star LeBron James.
His ‘Forever Yours’ 550 shoe combines elevated material construction with a palette of purple, pink, and navy blue and adopts a classic court style.
An embroidered monogram ‘RP’ logo, intertwined with a decorative rose, features throughout the collection.
Along with celebrity collaborations, New Balance has taken a unique approach to influencer marketing and gaming trends.
The U.S sports brand has established partnerships with NBA 2k, Major League Baseball and Global Football Gaming.
“We launched shoes through video games that consumers can purchase or design through video games,” Jeff Mcadams, Vice President, Global Marketing at New Balance told Campaign Middle East recently.
Additionally, it has integrated the brand into in-stadium and out-of-home placements within the gaming world.
New Balance believes in co-authoring the strategy, development and content with its partners to ensure it comes from an authentic place.
“We have a real aversion to what many brands do, just paying influencers to wear or endorse their product. That’s not a part of our market. If you see a global campaign, it will be an athlete or an entertainer who was a part of New Balance,” added New Balance’s Chief Marketing Officer Chris Davis.
The pair emphasised the importance of being honest, genuine, and transparent to resonate with Gen Z and millennial consumers who value authenticity in brands.
