What began as an idea for Saudi Arabia—a collaboration with Brazilian footballer Eduardo, a prominent player in the Saudi league—became a strategy for the broader GCC market. By aligning the 850 with Eduardo’s influence in the local football scene, we gave the shoe both a sporting edge and cultural relevance. This connection allowed us to elevate the 850’s visibility among both sports enthusiasts and sneakerheads across the GCC, highlighting its heritage and modern appeal in a way that resonated with local passions.
For the launch in retail, we deconstructed the fluid layers of the shoe, and reinterpreted the shapes onto the display zone, increasing awareness and trial of the shoe, and converting new buyers to New Balance.
