DTLR and New Balance brighten summer with sneaker launch

Photo by Noah Washington/The Atlanta Voice The temperature was 93 degrees, the sun was out, and the kids were at play. Not even the heat could keep people away from DTLR’s Camp Creek location for the launch of New Balance’s latest release, the Gelato 990v6. On Saturday, July 13, New Balance and DTLR held a community field day in celebration of the launch. The activation included gelato, caricature drawing, and face painting stations. Antonio Gray, Senior Vice President of Marketing and Community Engagement at DTLR, shared the inspiration and goals behind the latest collaboration with New Balance. As Gray explained, the creation of the vibrant summer shoe was a response to the market’s demand for bright and colorful footwear, especially with the back-to-school season approaching. The design team aimed to offer something unique and exciting for kids. “We wanted to make it fun, we wanted to make it bright, and we wanted to make it different from everything else on the wall,” Gray said. The resulting product, named the Gelato, stands out with its distinctive colors and appeals to a wide audience. The decision to partner with New Balance was a strategic one, rooted in the strong, ongoing relationship between...