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New Balance Pairs Food With Spring Collection

Photo: Courtesy of New Balance

Earlier this month, New Balance introduced its spring 2012 footwear and clothing collections to 87 editors in Grammy Award-winning violinist Joshua Bell's Flatiron district penthouse apartment. Looking to blend the food and the collection in a cohesive way, New Balance global PR manager Kristen Sullivan and DKC tapped Pinch Food Design to conjure a menu that reflected the New Balance gear on display. To go alongside the 1080v2 sneaker, for example, Pinch prepared nitrogen caramel popcorn in front of each guest (complete with the ensuing icy fog given off by the nitrogen). The idea was that the dish resembled the shoe's N2 technology in which nitrogen is injected into the midsole of the shoe, giving runners more cushion with less weight. MKG's Maneesh Goyal produced the event and secured Bell's apartment—a first for the musician.

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