Created to promote the new electric SUV signed by Nissan, the Kicks e-power 4WD, the collaboration between the Japanese automotive multinational and New Balance is based on the game related to the name of the car: Kicks, in fact, in slang means “sneaker”.
The SUV was wrapped with a special casing to give it the look of a gray New Balance 327 trainer, which according to Nissan would be a shoe already particularly similar in shape to its new SUV. The suede upper of the shoe was reproduced through a graphic print over the wheel arches, while the vehicle’s bonnet was imprinted with huge laces, on the roof instead were replicated collar, tongue, and eyestay.
The New Balance 327 and the Kicks would not only resemble their shape but also their purpose. “327 is a model born from the design inspiration of New Balance’s road, trail and race running shoes in the 70s,” said New Balance Japan marketing director Ken Suzuki. Likewise, the “Nissan Kicks e-Power 4WD […] allows you to enjoy driving in any situation, whether on the street or off-road”, said Nissan.