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

Created as part of New Balance’s global initiative to amplify the 574 across key verticals, this collaboration connected Primitive’s gold heritage with one of New Balance’s most iconic silhouettes. Working alongside the New Balance Numeric design team, I helped shape a concept rooted in Primitive’s origin story, tracing back to Paul Rodriguez’s independent gold foil board after leaving Plan B. The design pulled from the full life cycle of gold, from mining to refinement, through warm earth tones, metallic accents, antique brass hardware, fine midsole speckling, premium pig suede, and updated Primitive branding. The result balanced New Balance’s heritage craftsmanship with Primitive’s skateboarding history, creating a shoe that felt both archival and culturally specific.