New Balance Reunites With Natsume Mito on New Sneaker Collection

09.April.2021 | FASHION

It’s been seven years since New Balance Japan launched its ‘Sneaker and Me’ campaign in collaboration with Japanese model Natsume Mito. The pair have now come together again in promotion of the brand’s new edition of its 996 models, the ‘WL996’ lifestyle models for women, with Mito donning the sneakers in a look-book of outfits coordinated by Mito herself.  “Even though the sneakers and their form haven’t changed since I first wore them back then,” she explains, “I really felt that these 996’s lend more room to look good on adults. I also understand why these shoes have been loved for so long. I want to become someone like that too, so I admire the appearance of the 996’s.”

 

Mito shows off her looks in a short interview with New Balance in the video below.

The 996 models followed the 990’s which released in 1982 as the third in the 99X series. They made their debut in 1988 in the US and have long since been enjoyed not only as running shoes but everyday shoes too. They’re a long seller in New Balance’s books.

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