New Balance × Sweat Cosmetics: Active Beauty Pop-Up Experience

This project focused on a brand extension collaboration between New Balance and Sweat Cosmetics, aimed at engaging a younger, active audience through a pop-up experience located in Boston’s Seaport. Inspired by the vibrant and feminine photography style of Petra Collins, the campaign combined athletic wear and durable cosmetics to promote confidence and self-care for women in sports. To bring this concept to life, I conducted three photoshoots. The first focused on experimental still-life images that combined beauty products with athletic elements to convey movement and activity. The second featured a model in an indoor setting using colored lighting to create a dreamlike atmosphere reminiscent of a pregame ritual. The third photoshoot took place at a sports arena and gym, emphasizing an active lifestyle with athletic props and a color theme that matched the campaign’s energetic tone. I used Adobe InDesign to design the layout and presentation for the pop-up store experience, organizing it into immersive “pods” that showcased the capsule collection’s products with clear visuals and thematic storytelling. This project demonstrates New Balance’s effort to rebrand and attract Gen Z and Millennial consumers by blending sportswear with lifestyle and beauty elements.