Slam Jam immerses the New Balance 991 in its subcultural identity

If there is a New Balance silhouette coveted by the new generations of dad shoe fans, it’s the 991. But if Slam Jam revisits them through their identity and subcultural spirit, we don’t know what position they can reach in the top ranking.

Italian retailer Slam Jam reimagines the 991 archive model with New Balance to celebrate its 20th anniversary and pairs it with a black waterproof anorak and joggers.

The campaign to illustrate this second collaborative project takes the form of a series of analogs shot by New Yorker Katie Burnett, images of the Shap shop set-up, and product photos.

Slam Jam revisits the ’00s sneaker by adding ripstop nylon to the base of the upper and combining the durable material with suede and reflective piping on the New Balance logo. SJ’s neutral colors tint the silhouette which arrives with three sets of laces, in the same shades, as well as in red to generate contrast.

The collection will be available on the Slam Jam website and at the New Balance shop in Shap on 7 May, before hitting more retailers on 13 May.