Ambassador Eladio Carrión stars in the global campaign featuring Darkoo supporting the launch of new colorways.
Photo Courtesy of New Balance
New Balance is celebrating the launch of two new colorways of the 1000 launching exclusively at Foot Locker with a global campaign featuring brand ambassador and Latin GRAMMY-winning singer-songwriter Eladio Carrión and Nigerian-British singer-songwriter Darkoo.
Through this ongoing relationship, New Balance and Foot Locker continue to amplify their collective influence in shaping trends in youth and sneaker subcultures across the globe. The dynamic campaign captures the unmistakable identity of the New Balance 1000, paying homage to its futuristic and turn-of-the-millennium roots while celebrating its unique design.
Originally introduced in 1999, the New Balance 1000 has an innovative design, embracing the Y2K aesthetics that captured the essence of the era. Setting it apart from the crowd, the 1000 features a streamlined silhouette, prominent overlay panels, segmented and sculpted sole unit, and nylon eyelets. It is decidedly non-traditional yet seamlessly blends into the modern sneaker landscape, exemplifying New Balance’s craft and authenticity.
Photo Courtesy of New Balance
Kansas-born and Puerto Rico-raised, Eladio Carrión is a Latin GRAMMY-winning, multi-platinum rapper and singer-songwriter who has become one of the most captivating forces in Latin music. With five albums reaching the top 10 on Billboard’s “Top Latin Albums” chart, Carrión is celebrated for his freestyle prowess and creative versatility, earning the Latin GRAMMY for Best Rap/Hip-Hop Song with “Coco Chanel.” He has graced prestigious global stages like Coachella, Governors Ball, and the Latin GRAMMYs, and even launched his own trap festival, The Sauce Boyz Fest, in Puerto Rico. An Olympic-qualifying athlete in his past, representing Puerto Rico, Carrión brings that same hustle and dedication to the music scene. His long-standing relationship with New Balance has played a key role in shaping his style both on and off stage, with the brand’s iconic sneakers becoming an integral part of his look and resonating deeply with his fanbase. This blend of athletic excellence, swagger, and New Balance’s timeless appeal aligns seamlessly, reflecting the brand’s unique position at the intersection of sport and culture. As Carrión continues to explore new creative endeavors, he is set to release brand-new music in 2025, continuing to expand his influence in the Latin music scene.
Photo Courtesy of New Balance
The campaign also features Nigerian-British artist Darkoo, a multi-faceted and stylistically diverse rapper who transcends genres in both music and fashion. One of the UK’s most dynamic singer-songwriters, Darkoo gained momentum in 2024 with her unique Afrobeat sound. Her breakthrough record Favourite Girl received international attention, and she has since collaborated with other Global Afrobeat icons. This momentum also earned her a spot performing at the iconic UK Wireless Festival. As Darkoo continues to rise at the forefront of an exciting new wave of musicians, she is set to perform her first headline show in London this year.
The new 1000 colorways will be available in NB Navy/Dusk Shower/Pearl Grey/Sunfade Pink and Mineral/Sea Salt/Angora/Peach/Blossom. The collection launches exclusively at Foot Locker in select stores globally and online beginning Thursday, February 20.
