Aminé x New Balance 2025: The Performative Man Campaign Drops with a Book Drive in Portland
The first Aminé x New Balance 2025 campaign has officially launched, tapping into the current trend of the “performative man.” While no collaborative footwear has been revealed yet, the musician is seen sporting a pair of bright green kicks to match his matcha obsession. To celebrate the launch, the duo has set up a book drive in Portland, Oregon that will run through September 10.
New Balance and Aminé Embrace the Performative Man Aesthetic in Latest Campaign
New Balance is not buying into your performative reading or your increased matcha intake. For the label’s latest chapter of its partnership with Aminé, the seasoned duo is leaning into the performative man aesthetic that is plaguing the cultural zeitgeist. While no collaborative footwear has been officially revealed quite yet, we do have a couple of witty campaign videos and billboards, as well as a book donation drive in Los Angeles in support.
Aminé x New Balance 2025: The Performative Man Campaign Videos and Book Drive
In the visuals, Aminé is seen donning a pair of bright green-hued sneakers, though confirmed details are still up in the air. The first video features the rapper reading a book entitled Most Amazing Women of All Time, until his matcha interrupts him to say, “I know you’re not reading that book. You’re not aura farming. You’re 31 years old and pretending to read,” then directing him up to the billboard. As for the book drive, Aminé x New Balance has set up shop at 207 NE Martin Luther King Jr Blvd in Portland, Oregon. Anyone can drop off their books in the box out front through September 10. Stay tuned to Hypebeast for more information on the duo’s next collaborative release.
