Jack Harlow Signs with New Balance
What's poppin' for Grammy-nominated rapper Jack Harlow these days? A sneaker deal with New Balance. Harlow has long stated he's a lifetime fan of the brand – mentioning it was all he wore sneaker-wise growing up in Lousville, KY on a December 2020 episode of Sneaker Shopping – and now, ahead of NBA All-Star Weekend, he's been officially brought into the fold.
'I have been rocking New Balance since I was a kid, so to officially join the brand in this way is really exciting,' said Harlow. 'I’ve always loved the 990 [series] and recently the Joe Freshgoods 990v3 and collabs with the 550 have been fire. I’m excited to peek behind the curtain and work with the brand more'. Harlow will sport a brand-new New Balance basketball shoe during the NBA All-Star Celebrity Game, and New Balance has noted that he'll be rocking several different sneakers in the forthcoming music video for his new single 'Nail Tech.'
Harlow is the second musical artist to join the New Balance fold after Jaden Smith, who partnered with the brand in 2019. His signing is a further indication of a fresh direction for the brand's lifestyle products – in the last three years they've earned enormous cultural cachet and a new fanbase by partnering with individuals like Smith, the above-mentioned Joe Freshgoods and Salehe Bembury, and working with brands like Aimé Leon Dore, ,WTAPS and Bape.
Look for Harlow to be at the front of New Balance's cultural push over the course of 2022 and beyond, and stay tuned for what they're going to do next – they're not showing any signs of slowing down any time soon!