“Keep Your Family Close”, this is the claim with which Patta and New Balance launched their latest collaboration featuring the 990v3.
After working together on the 920 in 2020 and the 991 last year, this 2022 the Amsterdam-based brand and the Boston-based company have decided to focus on one of New Balance’s coolest silhouettes, the 990v3.
The inspiration behind this joint venture is that of family values, those principles that more than others lead us to remember that the power of connection.
New Balance and Patta celebrate and at the same time remind us how important it is to keep one’s family members close and feed off each other’s affection, which remains irreplaceable.
The two brands involved have made a pair of 990v3s for each member of the family, from the oldest and wisest to the youngest and brightest, highlighting the concept that inspired the collabo, “Keep Your Family Close”, because in the end, the members of our family will be the ones who will most take care of us in the future, just as we “young” do with older members.
Underlying all the work of Patta and New Balance, for this their third collaboration, is family as we said, including extended family of course, and the reason is simple: both brands are family-owned and reflect the strength of this union.
The campaign captures the multigenerational family relationship, and the images and video were taken by Namibian photographer Kyle Weeks, enlisting the invaluable help of the children of the Patta family, highlighting the entire collection-the collaboration includes not only 990v3s, also for children, but also an apparel collection consisting of crewnecks, sweatpants, and T-shirts-through what is a classic family situation, at least in the U.S., the barbecue.
The entire Patta x New Balance collection will be available exclusively at Patta stores, both physical and online, on September 30, while the global release is scheduled for October 7.