New Balance, widely recognized for its athletic and lifestyle footwear, is venturing into new territory with the launch of a fragrance line inspired by the unique smell of sneakers.
FRAGRANCES
This innovative move transforms the familiar new sneaker scent into two exclusive, limited-edition fragrances.
From Sneakers to Scents
Typically, perfumes fall into categories like woody, floral, amber, and fresh, often drawing from elements of the natural world such as flowers, plants, and spices. New Balance, however, has chosen to break from convention, basing its fragrances on the iconic aromas associated with their popular sneakers.
Introducing ‘Distilled’: Original and Court Fragrances
The new fragrance line, named ‘Distilled’, includes two scents: ‘Original’ and ‘Court’. ‘Original’ pays homage to New Balance’s classic sneakers, blending notes of leather, suede, rubber, and freshly mowed grass with bergamot mint, a leather accord, and tobacco absolute. On the other hand, ‘Court’ is inspired by vintage performance basketball shoes, featuring a combination of leather suede, basketball rubber, and hardwood floor scents, crafted from juniper berry wild tyrol essential oil, leather accord, Australian sandalwood, patchouli, and Australian White Cypress.
Craftsmanship and Versatility
Developed in partnership with Samantha Copland of Perfume Playground, a renowned Australian fragrance expert, these scents are created entirely from natural ingredients. They are designed to be versatile, suitable for use on sneakers to maintain freshness or worn on the skin. Copland emphasizes the layered and complex nature of the fragrances, highlighting the prominent notes of leather and hardwood.
A Celebration of New Balance’s First Grey Store
This fragrance launch coincides with the opening of New Balance’s first Grey Store concept in the southern hemisphere. Located in Sydney’s Galeries, the store is set to open on December 19 and will be one of only 20 such stores worldwide. It will also feature exclusive UK and US limited drops.
Limited Availability
The fragrances, a celebratory release for the opening of the Grey Store, will initially be available exclusively to the first 100 customers who make a purchase at this new location. This exclusivity adds to the allure for sneaker enthusiasts and fragrance collectors alike.
With this unique foray into fragrances, New Balance blends the worlds of athletic apparel and perfumery, offering an entirely new sensory experience that pays tribute to the distinct aroma of sneakers.
