New Balance x Lack of Guidance Event – Studio3000 Amsterdam
Gallery / 30 images
When was the last time you tried your luck in a penalty shootout against a football legend? At New Balance’s latest collaboration with cult favourite Lack of Guidance, hosted at 3000Amsterdam, that was exactly the brief, as guests were given the chance to challenge Dutch goalkeeper Tim Krul. Bringing together elite players, fans and Lack of Guidance’s community, the event felt less like a professional match and more like a raucous post-Sunday league afters.
The new 11-piece capsule spans turf football shoes, full tracksuits, socks, a ball and cap, alongside two jerseys and two pairs of shorts. A standout is the neon-yellow bib, reworked into a multifunctional vest that zips into a tote. Shot across Curaçao, Egypt, the Netherlands and Italy, Around the World – a tongue-in-cheek nod to the football trick – lives up to its name. The campaign was captured on iPhone by a mix of photographers and creative friends of the brand, including Gilleam Trapenberg in Curaçao and Sam Youkilis in Italy.
Below are the key moments from the event.
Tucked away in Amsterdam Noord, the venue carried what one guest described as a “pre-tech Shoreditch” energy. Once a factory, 3000Amsterdam has hosted everything from glossy dinners to cultural events, but for one night only, it was transformed into a football pitch.
The smell of turf hit first, followed closely by the scent of fresh Dutch chips, or patat as the Dutch call them, served hot throughout the night. Guests who signed up stepped onto the pitch to take their shot from the penalty spot, competing across three rounds for a customised trophy.
DJs Garrincha and Sandor Dayala kept the energy alive throughout the event, but no good match would be complete without a half-time show. During the break, Amsterdam’s own Grammy-nominated producer 3ddy took over the decks while players caught their breath. As the stage lights came on, this was when the crowd’s outfits came into focus. Most attendees wore the latest collection, each styling it differently. Some paired the football jersey with jeans, others with joggers. The neon football socks were a standout, worn with full kits by some and, unexpectedly, with mini dresses by others.
For the final round, the stakes shifted as Tim Krul, a goalie widely known in the Netherlands as a “penalty killer” following his performance at the 2014 World Cup, stepped up to the net. The remaining players, now confident and possibly tipsy, stepped up to face him. But this was not about scoring. The task, set by Lack of Guidance founder Akaar, was simple: deliver the sexiest goal. All the players gave it their best, doing their most exaggerated trick shots and slow run-ups. By the end of the night, it felt less like a tournament and more like a casting call.
Head to the gallery above to check out images from the night.
