The following images are taken from Sneaker Freaker Issue 1. It is useful to look at how New Balance is being communicated to the Tier 1 'Sneaker Freak' in order to pick up on trends within this marketing to trickle down to the Tier 2 high street consumer.
From this shoot it is clear that the British/American heritage is important to the Tier 1 consumer, with the use of the Union Jack as the backdrop of the first image.
The trainers which were chosen are the classic, retro designs, with splashes of colour. The dip dying of the second trainer into yellow paint suggests that brighter colours are needed, or even that customisation is a trend.
The third image reinforces the customisation theme with the scissors and thread scattered around the trainer. However this could also be interpreted as the hand made theme- as New Balance trainers are all produced domestically.
The final image is simple, it hints at the busy life of the consumer, but as the consumer is stood away from the night time traffic, it could suggest that New Balance can be worn as an escape from a crowded world of mainstream.
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