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With its latest Made in UK campaign, New Balance returns to its roots, spotlighting the British craftsmanship that has defined the brand’s quiet strength for decades. The new lookbook isn’t just a showcase of sneakers — it’s a visual narrative that merges style with storytelling, centering the people and places that breathe life into the brand’s heritage.
Shot entirely in the United Kingdom, the campaign brings together a diverse cast of cultural figures who embody the evolving face of British creativity. Among them are Charlie Cooper, the mind behind This Country; Bashy, the rapper-turned-Top Boy actor; Flo, a DJ and unmistakable voice of NTS Radio; Charlie Birch, a skater from New Balance Numeric; and Jazz Grant, a visual artist known for her textured, paper-based collages.
Each personality interprets the theme of “craft” in their own unique way, wearing silhouettes made exclusively at New Balance’s Flimby factory in Cumbria — a site long associated with manufacturing excellence. The highlighted models — the 991v2, Allerdale, and 1500 — are not just sneakers, but icons of understated design that speak volumes without raising their voice.
New Balance’s philosophy is woven through the campaign: it isn’t about leaning on nostalgia or playing with surface-level trends, but about preserving traditional methods that continue to prove their worth. Here, innovation is approached with care — not because it’s expected, but because it’s purposeful.
What binds the campaign together is a commitment to authentic British identity. From the locations and photography to the styling and creative direction, everything is deeply embedded in local culture. The result is more than a campaign — it’s a statement of continuity, showing how the spirit of Flimby remains in motion, evolving through those who craft the product and those who wear it.
With this new chapter, New Balance doesn’t just honor its past — it reaffirms its place in the present and signals that the future of British-made design is still being written.
Photos: New Balance