NB 1890 MCA Launch

Let's Get WeirD

Launch event for the 12th JFG x New Balance collaboration — and the debut of JFG's take on the brand-new ABZORB 1890 silhouette, one of New Balance's biggest bets of the year. Produced an RSVP-gated release party (7–10 PM) inside an active museum: full apparel collection, the "Finger Waves" and "Naughty Things" colorways, and an event-exclusive secret third shoe — "Cut the Check" — available only to guests who made it through the door. That mechanic meant inventory security, entry control, and live purchase flow layered on top of standard event production, coordinated across brand, creative, and MCA institutional operations.