New Balance’s launch event for their highly anticipate d My998 sneakers recently went down at the rooftop bar of the Gansevoort Hotel in the Meatpacking District of Manhattan. Thanks to our friends at Sneaker Summit, I got a chance to attend. With hundreds of guests in attendance, including celebrity 40 OZ Van, the rooftop party was an exciting celebration of New Balance’s hottest shoe.
The event saw a riveting live performance from Kehlani — a very talented, up & coming R&B singer from Oakland, CA — fresh off the recent release of her brand new debut album, “You Should Be Here.”
As for the sneakers, the #My998s campaign shows of the shoes endless potential for customization. With 18 different customized options for the sneaker, the new 998s have limitless options to create your own unique kicks. #My998s allows you to express your personality and swag out your feet similarly to the well-known Nike ID concept. But New Balance aims to produce your custom shoe in just one day which is a lot faster than the several weeks it takes for Nike to produce your shoes. Additionally, in collaboration with J Crew, New Balance is set to release the “Hilltop Blues” edition of the 998s — a style designed to pay homage to New York City — on Monday June 15th.