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New Balance and Joe Freshgoods Announce, “Beneath the Surface” Campaign to Launch the New Balance 610 Sneaker and Rainier Boots

The campaign explores what lies beyond the immediately apparent.


There’s always more than meets the eye – and New Balance and Joe Freshgoods have collaborated once again to create a campaign titled, “Beneath the Surface” based on this premise to launch the New Balance 610 sneaker and Rainier boots. Inspired by the inner workings of the mind and hidden aspects of one’s personality, the collection explores this concept through subtle and intricate visual effects. The sneakers feature camouflage detailing with hidden details that elevate the design while paying homage to hip hop’s relationship with the pattern. The New Balance x Joe Freshgoods 610 sneaker and Rainier boots will be available globally beginning April 28, 2023 for a suggested retail pricing ranging from $160-$220 USD.

For this collection, Joe Freshgoods wanted to switch things up from previous pastel collaborations with New Balance and instead drew inspiration with a subtle and intentional design that is appealing yet rugged. The concept “Beneath the Surface” is explored in two different ways: the sneakers’ hidden custom camouflage pattern is a metaphor for the mind’s concealed thoughts and processes, and the shoes themselves have hidden details and features beyond what is immediately visible to the eye. The attention to detail and use of hidden features adds a layer of depth and complexity to the shoes, making them more than just a stylish accessory but an intellectually stimulating one.

Product Features:


•          Nubuck overlays

•          Custom JFG camo print underlays

•          Co-branded tongue label and insert

•          GORE-TEX® membrane

•          EVA midsole

•          Vibram rubber outsole


•          Embroidered nubuck overlays 

•          Custom JFG camo print mesh underlays

•          JFG branded insert

•          EVA and ABZORB midsole

•          Ndurance rubber outsole

To learn more about “Beneath the Surface” follow @joefreshgoods or visit

About New Balance

New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. Manufactured in the U.S. for more than 75 years and representing a limited portion of our U.S. sales, New Balance MADE U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs 8,000 associates around the globe, and in 2022 reported worldwide sales of $5.3 billion. To learn more about New Balance, please visit and for the latest press information please visit

About Joe Robinson

Joe Robinson is the founder and creative director of Chicago-based lifestyle brand Joe Freshgoods. He uses a unique blend of brand narrative, historical, and cultural references, which allow him to create authentic connections with streetwear lovers all over the world. The owner of Every Now and Then retail and resource company and co-owner of the renowned Chicago creative hub Fat Tiger Works, Robinson’s unique approach has led to partnerships with brands across the world. An avid proponent of arts education, his real mission is to tell stories through his collections.

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