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Catalog concept for New Balance Spring & Summer 2011 collection.

New Balance, footwear manufacturer based in Boston, Massachusetts, was founded in 1906 as the New Balance Arch Support Company. New Balance is notable in that it has continued to maintain a manufacturing presence in the United States as well as in the United Kingdom for the European market.

We were approached by the scandinavian office to photograph and design their spring & summer 2011 catalog. Our main focus was to show that New Balance is more than just another tracking shoe by merging sports with an urban lifestyle. 
We used a high quality paper stock such as the uncoated Munken Polar 300gsm for the print. We ended up going with the convenient size of 140x190mm for the catalog, with a total of 28 pages.
Photos by Per Möller