New Balance launches Russian-inspired collection

New Balance is launching a limited edition Russian-inspired football and lifestyle collection ahead of the 2018 World Cup.

Donned the ‘Otruska Pack’, the collection includes both footwear and apparel and was created alongside agency ZAK.

The sportswear giant says the collection is both “striking and unconventional” and has a “distinctive Russian feel”.  It includes two new boots, the Furon 4.0 and the Tekela, which will be worn by New Balance sponsored players at the World Cup.

To celebrate the launch, New Balance has released two lead launch films depicting the contrasting forces of idealistic Russian beauty and portentous Soviet power that make up ‘Dusha’ – the Russian Soul.

General manager at New Balance football, Kenny McCallum, says: “New Balance is excited to introduce a Russia-inspired football and lifestyle pack, bridging style and performance. ZAK have been absolutely central to developing the Otruska campaign, bringing to life the inspiration behind the product pack, and the 360 degree digital campaign that aims to tell that story.” EL