We created a series of IRL moments with New Balance, ‘Sounds of an Icon’ was producted to show love to East Coast cities that have driven culture and the streetwear space for decades. The brand’s renowned 990 model, “the people’s sneaker,” took off after its initial introduction in 1982. But much of the 990s success is owed to the major stylish cities that put it on the map: Philadelphia, Washington DC, and Baltimore.

The Sounds of an Icon series highlighted three multidisciplinary creatives within these impactful cities through digital soundscape experiences, showing their dedication to honoring their cities’ influences. Then, New Balance traveled to each city to welcome local artists, tastemakers, and more into IRL gallery spaces and workshops, bringing these immersive digital experiences to life.

In Philly we teamed up with with founder and creative director of Yowie, Shannon Maldonado. In Washington DC we worked with Dom Adams, creative and co-founder of retail store and coffee shop, Somewhere, and in Baltimore, with artist and photographer Shan Wallace. All took immense pride their cities and it was very special to bring the energy to these secondary markets.