Pozer and Lusho are reintroducing the New Balance 1000 in collaboration with JD.

      Since the launch of its first store in Bury, Greater Manchester in 1981, JD has consistently been at the cutting edge of cultural trends. Over the past 25 years, it has fostered important dialogues between sports, music, fashion, and art through a number of innovative releases and collaborations with prominent British figures. This moment feels particularly significant as a new campaign highlights the introduction of the New Balance 1000.

      All four colorways of the New Balance 1000 can be found at JD.

      This release is technically a relaunch; the silhouette originally debuted in 1999 as a performance running shoe and quickly became a streetwear sensation due to its striking, forward-thinking design and intricate Y2K-inspired features like oversized overlays, neon eyelets, and a sculpted midsole. For 2025, this chunky retro shoe has received a modern revamp, with the typical mesh upper and suede overlay replaced by mesh underlays for a sophisticated, tech-driven appearance. A segmented outsole unit incorporates ABZORB cushioning in both the heel and forefoot, alongside a Stability Web shank for maximum comfort and a contemporary edge, while a robust rubber outsole guarantees traction and grip on various surfaces, preserving the shoe’s performance roots. Each pair is adorned with the iconic ‘N’ logo on the sides and is available in four vibrant colorways, including an exclusive cyber-jade variant only at JD.

      Set against the backdrop of Amsterdam, the campaign features Croydon-based, MOBO award-winning drill artist Pozer and Amsterdam artist Lusho. Pozer, a rising star of 2024 known for tracks like the aptly titled ‘HEATERZ’ (with an AJ Tracey feature) and the sharp ‘Malicious Intentions,’ is leading a revitalized movement in UK rap, seamlessly blending UK sounds with the distinctive Jersey club vibe.

      However, JD's decision to feature Pozer as the face of this crucial moment for both the brand and New Balance stems from more than just his music. His recent EP, ‘Against All Odds,’ exemplifies his narrative-building ability, revealing his backstory and ambitions through genre-blending flair and quick-witted lyrics—it's no surprise that one track is named ‘Follow Your Dreams.’

      While his sound is innovative, his approach is rooted in timeless influences. As a child, Pozer avoided the confines of school by immersing himself in significant releases from artists like JME, MoStack, and D-Block Europe, with the 22-year-old honing his craft by learning from the greats.

      “I don’t think I really had a role model,” he shared with CLASH writer Joe Simpson recently (you can purchase CLASH Issue 130 here). “I didn’t learn to rap from them, but I understood how an artist is supposed to sound. They provided the framework and the template.”

      Celebrated by fans and respected by critics alike, Pozer is already making waves in the music scene. With endorsements from contemporary greats like Dave and Stormzy, his lyrical prowess has set him apart from competitors. The Croydon artist made his television debut on Later… with Jools Holland and has ranked highly in the influential BBC Sound Of 2025 poll, but this is just the beginning—anticipate even more as the year unfolds.

      All four colorways of the New Balance 1000 are available at JD.