New balance x lack of guidance
Leading up to the world cup, New Balance and Lack of Guidance collaborated on a global campaign exploring football across four different countries, accompanied by an eleven-piece capsule collection.
Collaborating closely with both teams, I led the apparel development process, ensuring alignment between design vision and final execution. The collection launched Friday, April 17 2026, online and in-store worldwide through Lack of Guidance and New Balance.
around the world
Aftermovie of the collection launch even@newbalancefootball @lackofguidance
talent: Tim Krul talent: Loopey director: Robin Kikić DOP: Thomas Veló editor: Robin Kikić colorist: Milton Broeng roomer: Mathieu Bronckhorst gaffer: Thijs Besteman light assistant: Romme Faassen focus puller: Ese Roeper camera assistant: Ole Koch