New Balance
New Balance has always walked its own path: independent, craft-driven, and globally recognized for setting the pace in contemporary sportstyle. We partnered with them across apparel, print, and campaigns—building on their legacy of performance and innovation through impactful experiences.
Our collaboration included work on the acclaimed Made in USA collection, the brand’s premium line, crafted with top-tier quality and artisanship. Taking inspiration from New Balance’s marathon history and vintage running apparel, High Tide created tees that paired original copy and custom iconography with classic character reimagined for today.
Our partnership extended into Grey Day, New Balance’s annual celebration of its iconic color. Drawing from archival advertisements and 90s campaign layouts, we developed the collectible as a tribute to New Balance’s legacy in grey, designed to feel elevated, intimate, and enduring. The compact format and tactile production choices reinforced the booklet’s role as a timeline and collector’s item, made to live on a bookshelf long after the campaign.
Across projects, High Tide distilled New Balance’s rich history into refined, collectible experiences—shaping heritage into moments with lasting resonance.
Photography: Dylan Nelson
Copywriting: Thomas Pokorn