New Balance: the new campaign starring chef Massimo Bottura

Today one of the top shoes at Pitti, the New Balance 991 began to enjoy considerable success in Italy in the 2000s, when creative industry professionals fell in love with its design. From Northern Milan to Florence and Bologna, the passion for the 991 spread throughout the Bel Paese thanks to its elegant look, marked by an aesthetic rich in details and craftsmanship. Today, New Balance has decided to celebrate the strong bond between Italy and the 991v2 trainer in a campaign set in Milan starring star chef Massimo Bottura, a great fan of the brand who owns over 100 pairs of New Balance. The campaign featuring Massimo Bottura follows the journey of a pair of 991v2s from the Flimby factory to Milan, and includes a cameo by musician Loyle Carter and other international creatives.

The new 991v2 is the first of the 99X series to be created entirely in the UK. The silhouette has been made more streamlined and the technology of its composition has been taken to an even more advanced level, to ensure innovation and fresh design, but a strong nostalgic feeling linked to when being able to get a pair of 991s meant being informed about the very few boutiques that owned them. «Evolution not revolution was the first thing I wrote when imagining this brief, just like updating an established car line, the 99X series requires a similar methodical approach,» explains New Balance Made in Uk's Creative Design Manager, Sam Pearce. «It's important to stay true to the design, while identifying the features that need updating. In many ways it's a balancing act, a thread between the new and the familiar so we don't lose sight of the iconic DNA. The 991v2 embodies innovation meeting tradition, bringing together all the elements that define it to create a future classic.»