DTLR and New Balance brighten summer with sneaker launch

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 the two brands. According to Gray, New Balance’s energetic presence in regions like Baltimore, Washington D.C., and Philadelphia has now extended to Atlanta, making it the perfect location for this activation. “With all the momentum they have as a brand, there’s no better partner for us to do this with,” Gray remarked.

Atlanta’s culture and timing were key factors in choosing the city for this launch. Atlanta’s early back-to-school schedule made it an ideal setting for a kid-focused event. Moreover, the city’s vibrant cultural scene and iconic influencers contributed to the decision. “The culture of Atlanta is perfect for this moment,” Gray emphasized.

Although the focus is on the new shoe, the broader aim of the activation is to show appreciation and support for the local community. Gray highlighted that the goal is community connection: “We want this community to know we care. That’s why, when you go out there, whether you buy a shoe or not, you can get the face paint, you can get the popcorn, you can enjoy the DJ, you can get the free gelato,” Gray said.

Kyle L. Jones, also known as “Kyle On The Mic,” was present at the event, interacting with the kids and keeping the energy high. “Listen, the kids, the heat doesn’t faze them. We are outside today. We are having fun; it’s a great vibe out here,” Kyle said. Jones, who hosts the “Hype Man Show” for DTLR every Saturday from 10 a.m. to 1 p.m., emphasizes the importance of events like these, stating, “A lot of kids are happy and they got the shoes going. They’re having fun. It’s the only thing that matters,” Jones said.

“Although we’ve always done these things, we can do them on our turf, and then we can make them bigger and better when we have more control of the circumstances,” Gray explained.

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