The first Aminé x New Balance 2025 campaign has been unveiled, addressing the “performative man” aesthetic present in current culture. Although the collaborative footwear has not yet been officially revealed, Aminé appears wearing bright green trainers that match his matcha.
The campaign includes videos and billboards. In one visual, Aminé holds a book titled Most Amazing Women of All Time, until his matcha interrupts him with the line: “I know you’re not reading that book. You’re not aura farming. You’re 31 years old and pretending to read,” pointing him towards the billboard.
As part of the launch, a book donation drive has been organised in Portland, Oregon, at 207 NE Martin Luther King Jr Blvd, open until 10 September.
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