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DFS and Bally launch exclusive sneaker into travel retail

A wall was dedicated to the exclusive new sneaker

A new pair of sneakers, a product designed for travel retailer DFS Group by Swiss luxury fashion brand Bally, has been officially launched in Macau.

As reported in DFNI last month, the two companies have collaborated on a revival of Bally’s classic 1980s design by launching an exclusive DFS x Bally Galaxy sneaker for both men and women.

The launch attracted a crowd of 150 to an urban, hip-hop themed event at T Galleria by DFS, Macau, City of Dreams on May 12, when the second floor of the shoe hall in the store was transformed into a “retro homage” to Bally.

The activation featured a “sneaker wall takeover” by the maroon and blush-hued sneakers, complete with screenings of a fashion film created especially for the collection.

The event was captured on camera by Paris-based photographer Julien Boudet, who flew to Macau especially for the launch.

In addition, there was a performance by Chinese hip-hop dance crew M.B.N and guests also danced to music played by Cubic’s in-house artist, DJ Copan Kasten.

Guests were entertained at the successful launch event

DFS President Merchandising and Consumer Marketing, Sibylle Scherer, said: “DFS is delighted to partner with Bally in re-launching this iconic design piece, celebrating the revival of the urban hip-hop movement. This exclusive release supports our commitment to our traveling customers to introduce new, exciting and unique products to surprise and delight them in all of our stores worldwide.”

CEO of the Bally Group Frédéric de Narp added:“Our exclusive collaboration with DFS sees a rebirth of one of our most classic sneakers, paying tribute to Bally’s origins in elevated sportswear. The Galaxy is our lightest sneaker yet, with elegant simplicity and versatile comfort incorporated in an iconic design.”

The Bally Galaxy collection is now available for sale at select T Galleria by DFS stores worldwide.

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