New Wave Community Member Joshua Kinsella Spotlights His Creativity with the Saucony Trainer 80

At New Wave, we believe in the power of community, creativity, and meaningful connections. In our latest community activation, we partnered with Saucony to give two talented young creatives the opportunity to develop an editorial piece centered around the iconic Saucony Trainer 80. This initiative was a chance to create stunning visuals and platform emerging talents seeking to connect their creativity to a strong brand story such as the Saucony brand. Through this process, they strengthen their ties to the New Wave community, and produce work that they can be proud of with a clear vision and message.

Creative Direction & Photography: Joshua Kinsella

Styling: Tom Pirello

Make Up: Antonia Yiltay

Talent: Kijuan Whitton, SAID, Brendan Browne & Gleb

Photo Assistant: William Sousa

The New Wave Community Activation provided the perfect canvas for two emerging creatives to interpret the Trainer 80 in a fresh and dynamic way. Through photography, styling, and storytelling, they brought Saucony’s rich history and future-forward ethos to life, bridging the worlds of fashion, design, and movement. This activation was built around fostering genuine creative expression and highlighting the voices shaping the next wave of culture.

One of the standout talents who won the opportunity to shoot the editorial was photographer Joshua Kinsella. Known for his keen eye and ability to capture raw energy through his lens, Joshua brought a unique perspective to the project. His work merges editorial-style photography with his unique touch, creating compelling narratives that feel both authentic and aspirational. For this shoot, Joshua proposed a concept titled ‘The Thread That Connects Us.’

Joshua’s vision was inspired by a runner’s worst nightmare: their shoelaces coming undone mid-stride. This idea evolved into a symbolic representation of security and connection, with the shoelace serving as a powerful visual metaphor woven throughout various mediums to showcase Saucony's branding, unity, and commitment to reliability.

Saucony, often referred to as the ‘Original Running Brand,’ has a legacy deeply rooted in the culture of running. Since its inception, the brand has been committed to pushing the boundaries of performance and style, inspiring both top athletes and streetwear enthusiasts alike. Whether on the start line of a marathon or at the front row of a fashion show, Saucony thrives on the energy of community, embodied in its mantra: ‘Run As One.’ Joshua speaks on the campaign bystating "Run as One” to me meant many different things but what I think has personally resonated with me is the direct meaning behind it and how relatable the saying can be for a creative in London. As much as you are trying to push your work and be seen, it isn’t necessarily something you can do by yourself as this industry thrives off of collaboration and putting all your skills into one bowl resulting in a better outcome."The Trainer 80, first introduced in 1978, was a game-changer in the world of running footwear. With the integration of high-density EVA foam, Saucony revolutionized comfort and performance by removing the outdated cardboard layer between the sole and upper. This innovation delivered a softer, more responsive feel, making each stride smoother and more efficient. Decades later, the Trainer 80 is back, reimagined with its signature retro aesthetic but with a modern twist, fusing heritage and innovation in a way that resonates with today’s creatives.

Alongside themes of unity, commitment, and reliability, Joshua sought to highlight Saucony’s deep-rooted heritage in the running world. As one of the first brands to innovate in this space, Saucony has fostered loyalty across generations. To visualise this, Joshua envisioned capturing a group of 4-5 individuals.

Nostalgia and warmth were at the heart of Joshua’s creative direction. His goal was to produce imagery that resonated with all audiences, showcasing how the brand unites people across time. In parallel, he aimed to balance these intimate moments with dynamic, high-energy shots of the Trainer 80 in motion—aligning with Saucony’s core audience of runners. His technique included a mix of blurry, vibrant images and sharp, static shots, using light trails captured through slow shutter speeds to emphasize speed while maintaining a crisp focus on the trainer itself.

Reflecting on the shoot, he shared,"I learnt a lot in this experience but the one thing that I will take forward with me always is what I can achieve with the little tools I had around me at the time. I feel I have created a great body of work with not a lot of budget which has almost projected a better outcome as I knew where my boundaries were from the start, helping me get to the finish line way more efficiently."

He also spoke about the impact of working with New Wave and Saucony, saying, "I can’t stop seeing the shoe everywhere I go now. Deep diving into the brands history and what it means to wear Saucony has definitely made me feel connected and grateful every time I see the brand as I have now been honoured enough to work for them."

‘Run As One’ extends beyond sport, reflected in the vibrant ecosystems of diverse creative communities. While their core expressions may differ, they share a broader synergy, rooted in a love for culture, movement, and innovation. This activation echoed that sentiment, uniting individuals through their passion for storytelling and design.On this Joshua speaks onn this sense of community by saying " Running hasn’t always been something that is involved in my everyday life but was something I used to do everyday in my teens, so it felt good to reconnect and work with a brand like Saucony whose main goal is bringing comfort to runners in the community whilst giving them style."

Through collaborations like these, New Wave continues to be a space where emerging talents can connect with global brands in authentic and impactful ways. The Saucony Trainer 80 project stands as a testament to the power of community-driven creativity, proving that when we run as one, we move culture forward together.