New Balance | Primitive | Passport
Creative Direction | Design | GTM Strategy | License Partner Management

For this Primitive x New Balance Numeric 212, we worked with the New Balance team to design a shoe inspired by the nomadic lifestyle of the New Balance skate team and the riders shared between both brands. Built for long travel days and quick transitions from the airport to the skate spot, the shoe featured easy Velcro straps for in-flight comfort and everyday readiness. The navy palette referenced the faux leather cover of a U.S. passport, while details like the exposed foam tongue, hidden branding on the Velcro loops, and vulcanized construction kept the design functional, understated, and built for board feel.