CNCPTS x New Balance 1906 Hours and Days

2 Aug 2024 at 11:00 AM GMT-4

CNCPTS and New Balance introduce the 1906 ‘Hours and Days’, a modern interpretation reworking elements of the 2012 collaboration between CNCPTS and New Balance, the 999 ‘SEAL’.

In the 2012 release, design details took inspiration from materials used to create shoes for the U.S. military. Today, the CNCPTS 1906 release echoes back to the determination and consistency of the SEALs, but made for today’s culture.

Now more than ever, today’s culture puts a strong emphasis on self-care, exercise, and taking care of our mental health. To us, New Balance’s encouragement to ‘Run Your Way’ resonates beyond the running community and extends into one’s efforts to be consistent and dedicated in all aspects of life that directly benefit our wellbeing. Through life's highs and lows, trials and tribulations, the benefits can only be fully appreciated with the passage of time.

Our ‘Hours and Days’ campaign speaks to these themes by comparing the perspectives of an older and a younger generation, ultimately finding common ground. Our story focuses on Robert ‘The Raven’ Kraft, who has been running eight miles on Miami Beach every day since January 1, 1975. For over 49 years, Raven has never missed a day and logs each of his miles on his wall calendar, totaling over 160,000 miles. Enough to circle the globe six times.

“Once I heard about Raven and his story, it felt right to include him in our campaign,” says CNCPTS Creative Director Deon Point. It all started to make sense in bridging the gap between old and new with our bring back of the SEAL."

Complimenting the Raven, Tashawn Richards from New York has been running since the age of 11 after joining his high school cross-country team. Within his first two runs in the woods, his perspective on running changed to become more than just exercise but a way to embrace the environment and escape the city. Over the years, it’s become more of a practice in clarity and a tool to focus on mindfulness and collective wellness. Now, he pushes the limits of his mind and body by completing multiple marathons and leading group runs in the city.

Named for the year New Balance was conceived and updated with an upper inspired by running shoe designs from the 2000s, the 1906 is a classic shoe that continues to be a staple in the running world. Constructed with comfort features and premium technology to keep up with an active lifestyle, its N-ergy shock absorbing outsole features a Stability Web for added arch support, while an ACTEVA LITE midsole and ABZORB SBS heel cushioning offers comfort and stability.

The New Balance / CNCPTS 1906 ‘Hours and Days’ will launch on Friday, August 2, 2024 at 11am ET exclusively on cncpts.com and the CNCPTS App.