New Balance Returns to Philadelphia With Sounds of an Icon Series for an Interactive Gallery and Workshops
Paying homage to the cult-classic 990 silhouette through an immersive gallery and creative workshops.
In honor of the New Balance 990’s lasting legacy within street culture across major East Coast cities, the footwear brand visited Philadelphia, Washington DC, and Baltimore this past summer to learn firsthand how the 990 became “the people’s sneaker” within these creative communities. The 990 transcends traditional footwear as it has become a symbol of community, as well as unbridled expression and experimentation.
Hypebae/Nayquan Shuler
Hypebae/Nayquan Shuler
Hypebae/Nayquan Shuler
Hypebae/Nayquan Shuler
New Balance is now continuing the Sounds of an Icon series — the project dives into the heritage behind the 990, painting a vivid picture of the creatively rich cities the shoe has influenced. Returning to Philadelphia — a passionate community that has embraced the 990 due to its stand-out style — New Balance has teamed up with Shannon Maldonado, Philly native and founder and creative director of conceptual space and platform, Yowie.
Maldonado grew up in Philadelphia’s South Street and was molded by the neighborhood’s contagious creative spirit and diverse residents. Bringing some of her own style and flair to the area she knows and loves, Maldonado opened up Yowie in 2016, further contributing to Philly’s flourishing creative scene. Fueling the City of Brotherly Love’s enthusiasm for the arts and the 990, Maldonado will continue her vision by overseeing an open-to-the-public white space gallery.
The gallery itself will include both static and interactive elements, such as community member quotes, audio stories, meaningful photos, and raw, tactile materials that highlight key locations in the city — including some of Maldonado’s must-visit attractions. Interactive maps will be scattered throughout the exhibition, pinpointing some of Maldonado’s favorite areas.
Visitors can add their touch to these maps as well by placing pins and notes next to their go-to spots, immersing themselves into the activation. New Balance will additionally display campaign photos and never-before-seen shots, bringing attendees behind the scenes of the Sounds of an Icon campaign.
The gallery will be on January 27, and following its unveiling, scheduled programming will take place, inviting locals into a safe space to express themselves openly. Events will include a private hands-on crocheting workshop with L’Reese, an open-to-the-public zine-making class with Many Fortunes, and a screen printing activation in collaboration with All Caps Studio where guests can select pre-made graphic designs to decorate tote bags with.
