The sneaker brand hosted a four-day pop-up in Los Angeles featuring '90s-themed immersive experiences to promote its recently launched x-90 shoe

Sporting goods retailer New Balance‘s pop-up in Los Angeles, concluding today, was designed to take visitors back in time to the sneaker brand's heyday—the 1990s. The space, sponsored by New Balance, Foot Locker and Nickelodeon features a Koosh ballpit, Nickelodeon photobooth and a themed bedroom, let customers experience 90s nostalgia in various immersive ways.

The purpose of the pop-up was to launch the new X-90 shoe, a pair of sneakers inspired by the celebrated decade. Attendees to the ephemeral store were able to make holograms of themselves wearing the new kicks and view them through a display screen designed by ARHT. The pop-up also hosted video game battles, and granted the winners a new pair of X-90s.

Hosting an experiential pop-up that implements the latest technologies to take visitors back in time was part of New Balance's plan to use innovative marketing to grow its consumer base. According to Patrick Walsh, VP of marketing for Foot Locker North America, “New Balance’s newest model, the X-90, is a great opportunity for Foot Locker to nostalgically immerse our L.A. consumers into the decade. The pop-up is not only a store but an experiential space, reminiscent of '90s youth culture.”

New Balance


Lead image: New Balance via Instagram

Sporting goods retailer New Balance‘s pop-up in Los Angeles, concluding today, was designed to take visitors back in time to the sneaker brand's heyday—the 1990s. The space, sponsored by New Balance, Foot Locker and Nickelodeon features a Koosh ballpit, Nickelodeon photobooth and a themed bedroom, let customers experience 90s nostalgia in various immersive ways.

The purpose of the pop-up was to launch the new X-90 shoe, a pair of sneakers inspired by the celebrated decade. Attendees to the ephemeral store were able to make holograms of themselves wearing the new kicks and view them through a display screen designed by ARHT. The pop-up also hosted video game battles, and granted the winners a new pair of X-90s.