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New Balance 2000s Abzorb by Family 3.0

September 23, 2026

For the exclusive launch of the New Balance abzorb 2000s "Wakame" at Family 3.0, we created "Walk into who you are," a campaign centered on identity and its many facets. Brought to life by Marseille-based actor Nassim Bouguezzi, the film follows him as he shifts from one character to another through a succession of looks, attitudes, and worlds that reveal different versions of himself.

Throughout these transformations, the silhouette remains the only constant element. It accompanies every change without ever imposing a single identity, becoming the common thread in a narrative about self-expression. A campaign designed to support a special release: a colorway of the Abzorb 2000s available exclusively at Family 3.0, in-store and online.

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The New Balance ABZORB 2000s "Wakame" plays with textures and volumes, featuring a mesh upper adorned with printed overlays and reflective details. Its segmented sole structures the silhouette and combines ABZORB cushioning with ABZORB SBS pods, complemented by a Stability Web insert. A printed reflective "N" logo completes the look. The sneaker is a European exclusive release at Family 3.0.

For this exclusive release, each sneaker will be accompanied by a duo of collaborative goodies designed for the occasion. On the white t-shirt, the New Balance and Family 3.0 logos are featured on the front, while the back showcases the "Walk into who you are" slogan created for the campaign, an ode to expressing one's personality. The keychain features an audio cassette in the campaign's colors, and an NFC chip allows you to scan it to discover the launch video.

To celebrate this collaborative launch, we wanted to extend the experience beyond the pair by imagining, alongside New Balance, a Special Box designed as a true collector's item.

Entirely crafted from transparent plexiglass, the box intentionally allows the sneaker to be revealed from every angle, like a piece on display rather than a simple packaged product. Its minimalist construction highlights the silhouette and colorway of the pair, while the New Balance and Family 3.0 logos sign the object on its upper part.

A deliberately clean approach, designed to give a new dimension to the launch and materialize the meeting of our two universes down to the smallest details.

The Special Box is exclusively available to our in-store customers.

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