New Balance x Josh Vides
Tapping Into The Heart For Art
Experience: Product Launch, Community Give Back
Pillars: Consulting Partnerships, Production Services
The Challenge
Inspired by the neighborhood that raised him, Joshua Vides wanted to celebrate his sneaker drop by working with the youth in his hometown. GreatCo was tasked to identify the best partners local to the Inland Empire to help to tell the story of an artist who has had his community on his heart throughout his journey and activate an authentic experience.
The Solution
We created an exclusive creative workshop, led by Joshua Vides, with carefully curated art students from the local high school to celebrate the collection’s launch, while uplifting and giving back to his hometown. Students walked into the local Foot Locker store to art stations filled with paint, markers, brushes, stencils, and a customized wooden shoe crate to match the branding of Joshua Vides’ collection. Josh was able to work 1 on 1 with all the students to guide their artwork as the morning was filled with intense concentration and creativity.
Often, experiential moments like this serve the more central Los Angeles communities and it was a rare but powerful opportunity to bring an activation like this to the often overlooked neighborhoods in San Bernardino. All students left with the newly released New Balance x Joshua Vides sneakers and art bags filled with merchandise and supplies to support their creative journey.
“It was a really fun experience to not only meet Josh Vides and see him and the process he goes through when creating an artwork, but also meet other artists and learn their styles of art and how they approach it. It was fascinating seeing how different and unique each person’s artwork was.“
— Mayte, Art Student
“This experience inspired me to work harder to go into an animation school and to do more cool projects like this.“
- Carmen, Art Student
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