UK rap star Dave has joined New Balance as the brand’s latest ambassador — and he’s the face of the footwear label’s latest re-launch of the 1000SL.

The new sneaker looks to draw a narrative that includes a street race scenario while also encapsulating a versatile essence that explores the threads between culture, style, and individuality. Paying homage to its futuristic, turn-of-the-millennium roots, the New Balance 1000SL seamlessly blends into the modern sneaker landscape, with its streamlined silhouette complemented by prominent overlay panels, a segmented sculpted sole unit, and nylon eyelets.


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Meanwhile, the corresponding campaign is also shot by photographer Ewen Spencer, who has been at the forefront of capturing youth subcultures in the UK since the late 1990s. An accompanying short film is also included, with creative direction by Elliot Elder and George Muncy stemming from the award-winning studio, Uncanny.

Take a closer look at the new campaign for the New Balance 1000SL above and be sure to shop the new sneaker via the official New Balance website from April 24 for £150 GBP.

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