New Balance Recruits Hong Kong Visual Artist Zoie Lam For The Pride 2021 “Everybody’s Welcome” Campaign

With Pride Month less than a week away, New Balance is preparing to roll out its “Everybody’s Welcome” campaign. The initiative demonstrates continued support of GLSEN’s relaunch of their Changing the Game program and a short film be about the Front Runners New York Pride Run. As for its collection of apparel and footwear, the Boston-based brand taps queer Hong Kong visual artist Zoie Lam to cover a number of pieces in multi-colored, whimsical illustrations that are a lively celebration of the LGBTQIA+ community.

The celebratory pack includes the New Balance Fresh Foam Tempo, New Balance 574, and a pair of sandals. For the running shoe, Lam designs vibrant graphics symbolizing happiness and optimism to create the pair’s knit uppers. A red gradient added to the Fresh Foam heel adds another hint of brightness to the celebratory style. The NB 574 on the other hand, opts for a tamer approach. It primarily flaunts a tonal grey build that sees luxe suede and leather materials. Lam’s illustrations on the insoles and the rainbow gradient laces are the key details to distinguish the model from other 574 releases. Both sneakers see red heart-shaped NB logos on their tongue labels—the final touches to their empathy-rooted designs.

Check out the official campaign imagery of the two silhouettes below, which are slated to release on June 1st on NewBalance.com.

In other news, “Classic Red” and “Velocity Red” are dressing up a new women’s New Balance 5740.