If you were to walk out of your house and head into the most creative part of your city, chances are you will see someone wearing a pair of New Balance trainers. Since its launch, the American shoe brand has remained a staple across multiple generations at the intersection of sports and culture.

For its latest campaign, entitled ‘Worn Anywhere’, New Balance is celebrating the 990v6 trainer. Embraced by a vast range of individuals from Japanese artisans who appreciate its craftsmanship to go-go bands in Washington, DC, the shoe has remained a staple of the brand.

Spilt between three different locations across the States, the campaign highlights the label's dynamic nature celebrated by numerous communities and generations. For one of the locations, New Balance travelled to the DMV in Washington to artist Noochie's home. Widely known for his ‘Live From the Front Porch’ series, the images depict the DMV-based musician on the very porch that launched his career. Other pictures include other creatives Dominique and Foggieraw, who all join together to bring the campaign to life.

Elsewhere, the other locations included a farm in Oregon and an estate in Long Island, New York. In the latter, the images channel timeless glamour, giving the ultimate nod to vintage style and the brand’s heritage. 

At the heart of the campaign is the MADE in USA 990v6. Available in three different colourways, grey, navy and black with white, the trainer is the latest iteration of the label’s iconic running shoe. Following the 990s renaissance as one of the iconic dad trainer silhouettes a few years ago, the MADE in USA 990v6 keeps the original form but elevates it with some adjustments. The new upper dispenses and synthetic overlays from heel to toe elevate the original model and give the shoe a refreshed and functional new look.

Shop the MADE in USA 990v6 throughout the article and head to the gallery above to check out the campaign.