Foot Locker colors Milan matcha green with the help of nss G-Club 'For the launch of the brand new New Balance 204L

Foot Locker organized an unmissable activation for its community powered by nss G-Club. For three days, from September 18 to 20, Largo Maria Callas in Milan turned green for the launch of the new New Balance 204L. The event, a true Girls Club designed to welcome a confident and trend-conscious female community, went far beyond simply showcasing the sneaker. On site, guests could enjoy a matcha latte, hang out with friends, and exchange styling ideas for the shoe. Alongside the customized kiosk, there were also complimentary flowers, a Polaroid corner, and specially designed stickers that transformed a simple yet captivating newsstand into a place of connection and entertainment, bringing the new sneaker straight to the streets, on the feet of the city’s coolest girls.

At the Foot Locker kiosk with nss G-Club

Not just photo opportunities and trendy drinks. Anyone who stopped by the kiosk, open from 10 AM to 8 PM, also received a special ticket to bring to the Foot Locker store on Corso Vittorio Emanuele. By presenting it and purchasing a New Balance product, they unlocked a personalized gift, an extra detail that made the activation engaging and memorable. It was a way of presenting the New Balance 204L not just as a sneaker, but as part of a complete lifestyle made of curated details, social interaction, and shared creativity.

This activation hit the mark, attracting a large, curious, and engaged community while strengthening the bond between sneaker culture and fashion week, which kicked off just after, on September 23. It was only natural that nss G-Club would be part of this narrative, made up of trends and glamour but also of cool, independent girls who see the new New Balance 204L as the perfect way to express themselves.

Everything you need to know about the new New Balance 204L

The New Balance 204L remains the centerpiece of the story. An unexpected reinterpretation of 2000s running style, its low-profile silhouette combines the sleek structure of ’70s running shoes with the technical texture of premium suede. Drawing design elements from New Balance’s favorite past and present models, the 204L feels both familiar and innovative. Its elegant proportions, highlighted by curved lines along the upper, make it as unique as it is easy to wear.