{"id":1905323,"date":"2026-04-24T17:18:00","date_gmt":"2026-04-24T14:18:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1905323"},"modified":"2026-04-24T17:18:00","modified_gmt":"2026-04-24T14:18:00","slug":"new-balance-heads-to-amsterdam-to-launch-collection-with-lack-of-guidance","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1905323","title":{"rendered":"New Balance heads to Amsterdam to launch collection with Lack of Guidance"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images-prod.dazeddigital.com\/1200\/0-325-1284-856\/azure\/dazed-prod\/1440\/3\/1443707.png&#8221;]<\/p>\n<article class=\"main-article standard \">\n<div class=\"article-main-content article-wrapper has-media-but-its-an-image\" data-status=\"loaded\" data-primary-article=\"true\" data-url=\"\/fashion\/article\/70125\/1\/new-balance-lack-of-guidance-studio-3000\" data-article-id=\"70125\">\n<header class=\"article-header has-portrait-image no-media\">\n<div class=\"wrapper dg-max-width\">\n<div class=\"inner\">\n<figure class=\"main-img has-figcaption\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.72\" data-template=\"Standard Article\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"1780\" src=\"https:\/\/images-prod.dazeddigital.com\/1280\/azure\/dazed-prod\/1440\/3\/1443707.png\" width=\"1284\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"inner\"><span class=\"credit\">Photography by <span class=\"nowrap\">Dennis Branko<\/span><\/span><\/span><\/figcaption><\/figure>\n<aside class=\"meta\">\n<div class=\"inner\"><time datetime=\"2026-04-24T17:18:00+00:00\" class=\"timestamp\" title=\"24 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"24\">24,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/aside>\n<div class=\"titles\">\n<div class=\"tags\">\n<div class=\"sections\"><a class=\"category vertical - fashion\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a><br \/>\n\/<br \/>\n<a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/what-went-down\">What Went Down<\/a><\/div>\n<\/div>\n<div class=\"standard-tag-container\"><a class=\"standard-category\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a> \/<br \/>\n<a class=\"standard-series\" href=\"https:\/\/www.dazeddigital.com\/what-went-down\">What Went Down<\/a><\/div>\n<h1 class=\"title\"><span>New Balance heads to Amsterdam to launch collection with Lack <span class=\"nowrap\">of Guidance<\/span><\/span><\/h1>\n<div class=\"standfirst\">\n<h2>Hosted in Studio 3000, the two brands launched their latest collection with a night built around football <span class=\"nowrap\">and community<\/span><\/h2>\n<\/div>\n<p><span class=\"sponsored-by\"><br \/>\nIn Partnership with <span class=\"sponsor\"> New Balance<\/span><\/span><time datetime=\"2026-04-24T17:18:00+00:00\" class=\"timestamp\" title=\"24 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"24\">24,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/div>\n<p><time datetime=\"2026-04-24T17:18:00+00:00\" class=\"timestamp\" title=\"24 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"24\">24,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/p>\n<div class=\"providers\">\n<div class=\"contributors\"><span class=\"contributor\" data-contributor-role=\"Text\"><span class=\"contributor-role\">Text<\/span><a class=\"contributor-name\" href=\"https:\/\/www.dazeddigital.com\/user\/dazeddigital\">Dazed Digital<\/a><\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<div class=\"article-body-container\">\n<div class=\"article-body wrapper\">\n<div class=\"dazed-gallery has-30-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">New Balance x Lack of Guidance Event \u2013 <span class=\"nowrap\">Studio3000 Amsterdam<\/span><\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/0\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"856\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-325-1284-856\/azure\/dazed-prod\/1440\/3\/1443707.png\" width=\"1284\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/1\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"859\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-547-1289-859\/azure\/dazed-prod\/1440\/3\/1443731.png\" width=\"1289\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/2\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"856\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-461-1284-856\/azure\/dazed-prod\/1440\/3\/1443715.png\" width=\"1284\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/3\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"857\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-382-1286-857\/azure\/dazed-prod\/1440\/3\/1443730.png\" width=\"1286\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/4\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"852\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-556-1278-852\/azure\/dazed-prod\/1440\/3\/1443732.png\" width=\"1278\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/5\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"856\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-475-1284-856\/azure\/dazed-prod\/1440\/3\/1443734.png\" width=\"1284\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 30 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p>When was the last time you tried your luck in a penalty shootout against a football legend? At New Balance\u2019s 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\u2019s community, the event felt less like a professional match and more like a raucous post-Sunday league afters.<\/p>\n<p><span>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 Cura\u00e7ao, Egypt, the Netherlands and Italy, <em>Around the World \u2013 <\/em>a tongue-in-cheek nod to the football trick \u2013 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 Cura\u00e7ao and Sam Youkilis in Italy.<\/span><\/p>\n<p>Below are the key moments from the event.\u00a0<\/p>\n<h1><strong>THE VENUE WAS TRANSFORMED INTO A FOOTBALL PITCH<\/strong><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"24e6fe10-56dd-4c81-8171-b43400c28d8f\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1286\/azure\/dazed-prod\/1440\/3\/1443726.png\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.8\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"1610\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443726.png\" width=\"1286\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography by <span class=\"nowrap\">Dennis Branko<\/span><\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>Tucked away in Amsterdam Noord, the venue carried what one guest described as a \u201cpre-tech Shoreditch\u201d 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.<\/span><\/p>\n<p><span>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.\u00a0<\/span><\/p>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<h1><strong>DJS AND PERFORMANCES AT HALF-TIME<\/strong><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"7cb6a799-4b4d-49b5-aefc-b43400c29968\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1290\/azure\/dazed-prod\/1440\/3\/1443731.png\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.78\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"1646\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443731.png\" width=\"1290\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography by <span class=\"nowrap\">Dennis Branko<\/span><\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>DJs Garrincha and Sandor Dayala kept the energy alive throughout the event, but no good match would be complete without a half-time show.\u00a0<\/span><span>During the break, Amsterdam\u2019s 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\u2019s 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.<\/span><\/p>\n<h1><strong>AND SOME FOOTBALL TRICKS TO END<\/strong><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"aaed4d82-c76b-4b2c-b27f-b43400c29038\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1284\/azure\/dazed-prod\/1440\/3\/1443727.png\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.78\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"1642\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443727.png\" width=\"1284\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography by <span class=\"nowrap\">Dennis Branko<\/span><\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>For the final round, the stakes shifted as Tim Krul, a goalie widely known in the Netherlands as a \u201cpenalty killer\u201d 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. <\/span><span>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. B<\/span><span>y the end of the night, it felt less like a tournament and more like a casting call.<\/span><\/p>\n<p><em>Head to the gallery above to check out images from the night.\u00a0<\/em><\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. 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href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70125\/1\/fashion\"><\/p>\n<h2 class=\"section-header__title\">READ MORE<\/h2>\n<p><\/a><\/div>\n<\/div>\n<div class=\"grid tag-article-list\">\n<div class=\"swiper swiper-latest\">\n<div class=\"swiper-wrapper\">\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70126\/1\/exclusive-new-balance-x-lack-of-guidance-show-football-knows-no-borders\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> New Balance<\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"New Balance x Lack of Guidance - Around the World\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-327-1040-691\/azure\/dazed-prod\/1440\/3\/1443694.png\"><\/span><\/span><\/div>\n<div 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class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"MixCollage-23-Apr-2026-11-03-AM-1549\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-35-1914-1273\/azure\/dazed-prod\/1440\/3\/1443934.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">7 names to know from 080 Barcelona Fashion Week<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70103\/1\/going-field-mode-with-kellyn-wilson-oakley-field-gear-line-collection\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\">Oakley <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Op5\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-279-1080-718\/azure\/dazed-prod\/1440\/3\/1443478.png\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Going 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decoding=\"async\" alt=\"Sof&#237;a Abadi \u2013 Heaven is Outside\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-11-1284-854\/azure\/dazed-prod\/1440\/3\/1443651.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Designer Sof\u00eda Abadi is creating a hyper-femme world <\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70109\/1\/what-went-down-at-oakley-s-field-gear-line-collection-launch\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\">Oakley <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Oakley\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-638-1999-1330\/azure\/dazed-prod\/1440\/3\/1443523.JPG\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">What Went Down at Oakley\u2019s Field Gear Line Collection launch <\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70114\/1\/when-exactly-coachella-aesthetic-soulless-sheinchella-influencers\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Kendall and Kylie Jenner, Coachella 2015\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/110-172-1975-1314\/azure\/dazed-prod\/1440\/3\/1443606.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">When exactly did the Coachella aesthetic become so soulless?<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70051\/1\/what-went-down-at-nike-toma-in-atlanta\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\"> Nike <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Nike Toma in Atlanta\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-385-2720-1809\/azure\/dazed-prod\/1440\/3\/1443043.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">What went down at Nike Toma in Atlanta<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"newsletter-inline\" data-newsletter hidden>\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<div class=\"article-body wrapper\">\n<div class=\"dazed-gallery has-30-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">New Balance x Lack of Guidance Event \u2013 <span class=\"nowrap\">Studio3000 Amsterdam<\/span><\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/0\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"856\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-325-1284-856\/azure\/dazed-prod\/1440\/3\/1443707.png\" width=\"1284\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/1\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"859\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-547-1289-859\/azure\/dazed-prod\/1440\/3\/1443731.png\" width=\"1289\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/2\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"856\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-461-1284-856\/azure\/dazed-prod\/1440\/3\/1443715.png\" width=\"1284\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/3\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"857\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-382-1286-857\/azure\/dazed-prod\/1440\/3\/1443730.png\" width=\"1286\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/4\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"852\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-556-1278-852\/azure\/dazed-prod\/1440\/3\/1443732.png\" width=\"1278\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36960\/5\/new-balance-x-lack-of-guidance-event-studio3000-amsterdam\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"856\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-475-1284-856\/azure\/dazed-prod\/1440\/3\/1443734.png\" width=\"1284\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 30 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p>When was the last time you tried your luck in a penalty shootout against a football legend? At New Balance\u2019s 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\u2019s community, the event felt less like a professional match and more like a raucous post-Sunday league afters.<\/p>\n<p><span>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 Cura\u00e7ao, Egypt, the Netherlands and Italy, <em>Around the World \u2013 <\/em>a tongue-in-cheek nod to the football trick \u2013 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 Cura\u00e7ao and Sam Youkilis in Italy.<\/span><\/p>\n<p>Below are the key moments from the event.\u00a0<\/p>\n<h1><strong>THE VENUE WAS TRANSFORMED INTO A FOOTBALL PITCH<\/strong><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"24e6fe10-56dd-4c81-8171-b43400c28d8f\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1286\/azure\/dazed-prod\/1440\/3\/1443726.png\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.8\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"1610\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443726.png\" width=\"1286\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography by <span class=\"nowrap\">Dennis Branko<\/span><\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>Tucked away in Amsterdam Noord, the venue carried what one guest described as a \u201cpre-tech Shoreditch\u201d 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.<\/span><\/p>\n<p><span>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.\u00a0<\/span><\/p>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<h1><strong>DJS AND PERFORMANCES AT HALF-TIME<\/strong><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"7cb6a799-4b4d-49b5-aefc-b43400c29968\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1290\/azure\/dazed-prod\/1440\/3\/1443731.png\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.78\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"1646\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443731.png\" width=\"1290\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography by <span class=\"nowrap\">Dennis Branko<\/span><\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>DJs Garrincha and Sandor Dayala kept the energy alive throughout the event, but no good match would be complete without a half-time show.\u00a0<\/span><span>During the break, Amsterdam\u2019s 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\u2019s 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.<\/span><\/p>\n<h1><strong>AND SOME FOOTBALL TRICKS TO END<\/strong><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"aaed4d82-c76b-4b2c-b27f-b43400c29038\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1284\/azure\/dazed-prod\/1440\/3\/1443727.png\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.78\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"NB x Lack of Guidance Event \" class=\"img\" height=\"1642\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/3\/1443727.png\" width=\"1284\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography by <span class=\"nowrap\">Dennis Branko<\/span><\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>For the final round, the stakes shifted as Tim Krul, a goalie widely known in the Netherlands as a \u201cpenalty killer\u201d 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. <\/span><span>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. B<\/span><span>y the end of the night, it felt less like a tournament and more like a casting call.<\/span><\/p>\n<p><em>Head to the gallery above to check out images from the night.\u00a0<\/em><\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.dazeddigital.com\/fashion\/article\/70125\/1\/new-balance-lack-of-guidance-studio-3000&#8243;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images-prod.dazeddigital.com\/1200\/0-325-1284-856\/azure\/dazed-prod\/1440\/3\/1443707.png&#8221;] Photography by Dennis Branko April\u00a0 24,\u00a0 2026 Fashion \/ What Went Down Fashion \/ What Went Down New Balance heads to Amsterdam to launch collection with Lack of Guidance Hosted in Studio 3000, the two brands launched their latest collection with a night built around football and community In Partnership with New [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,76],"class_list":["post-1905323","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-dazeddigital-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1905323","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1905323"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1905323\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1905323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1905323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1905323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}