New Balance’s latest campaign at JD Sports celebrates the launch of the ABZORB 2000 through the energy of community, shot across four global cities; Liverpool, Marseille, Los Angeles and Bangkok.
Originally introduced in 1993, ABZORB cushioning revolutionized running technology and has since become a signature feature of several fan favorite lifestyle models. The ABZORB 2000 uniquely transforms this functional feature into a fresh visual design statement standing out amongst other New Balance silhouettes, delivering exceptional comfort while honoring New Balance’s running heritage through a modern lens.
The ABZORB 2000’s Design
First previewed at Milan Design Week in early 2025, the ABZORB 2000 brings together a progressive design, a minimalist upper, and futuristic details for a new look at visible tech.
The design process incorporated 3D tools to help create a hyper detailed articulated sole unit and capture curves not easily represented on paper. This experimental design features a full-length combination of ABZORB cushioning and ABZORB SBS pods, using a distinctive feature of 2000s running-inspired classics as a focal point.
The Global Campaign
Following a European roadtrip across Liverpool – Rotterdam – Marseille and Naples in December 2025, the global campaign now shines a light on communities driving culture in key cities across the world, all lead by New Balance athlete, Jeremie Frimpong shot in Liverpool.
Liverpool Star, Jeremie Frimpong
The professional footballer is known for his explosive pace, dribbling & attacking ability on the pitch and his unique, relatable personality & energy off the field of play. Since signing a major partnership with New Balance, he’s becoming one of the brand’s key ambassadors at the intersection of sport & culture.
The campaign features two new colourways launching exclusively available at JD Sports stores across South Africa.
