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Sneakerheads and toy collectors, make some space on your shelves. In celebration of its 45th anniversary, 7-Eleven Hong Kong is partnering with New Balance for a playful crossover that shrinks some of the most iconic footwear silhouettes into miniature, collectable puzzles. Dropping as part of New Balance’s global Grey Days celebrations – a month-long tribute to the brand’s signature colour – this collaboration introduces a series of mini building model magnets that let you recreate your favourite kicks in pint-sized form.
Each miniature sneaker is a fully functional puzzle that can be disassembled and pieced back together. Comprising six separate components – including the sole, the upper, the support frame, shoelaces, and two ‘N’ logos – these models are a micro-sized tribute to the brand’s craftsmanship. Measuring at just over seven centimetres in length, the details are all there, from the ‘Made in USA’ lettering on the miniature 990v6 to the 204L’s silver piping made famous by brand ambassador IU.
To complete the experience, each sneaker puzzle comes tucked inside its own translucent miniature shoe box complete with barcode labels and stickers. Pop the lid to find your puzzle pieces wrapped up neatly in a mini piece of tissue paper stamped with the New Balance logo. Once assembled, the magnet built into the soles means you can stick it on your fridge, filing cabinet, or any metal shelves.
The collection features six historic New Balance models, including the timeless 574, the shock-absorbent 2002R, the futuristic 2010, the streamlined 990v6, the Y2K-inspired 204L, and the legendary 1300. With each silhouette available in two colourways, there are 12 different models to collect in total. For serious collectors, the 1300 model is an ultra-rare hidden version that makes up only five percent of the total blind boxes, while another 1300 model in a different colour will be available at New Balance retail stores only.
If you’re eager to get your hands on them, you can start collecting the 7-Eleven stamps from now until June 30. Shoppers can earn one physical or digital stamp for every $20 spent at physical stores or online, with an additional stamp awarded for every subsequent $10 spent. Handing over 20 stamps gets you a random sneaker puzzle set entirely for free, or you can fast-track the process by trading four stamps plus $56, or six stamps plus $88 for two sets. Members of the yuu rewards programme can also bypass the stamp race entirely by coughing up 8,800 points alongside $25 to claim their box. You have until July 3 to redeem them all, so good luck!
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