As New Balance form an alliance with a club rich in cultured traditions, it's a meeting of minds and a celebrated beginning as both club and brand ushered in it's 2016//17 home, away and Euro kits.

A powerfully tasteful backdrop, it was the contemporary home of LOSC Lille that welcomed us in with a wealth of fans to soak up a new chapter with New Balance. No ordinary training ground, it doubles up as an art gallery and is a solid renaissance for the cultured game.

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Opening up their doors, a bespoke event space was created specifically to launch this kit. Dedicated to 'Déchaîné' which translates to 'unleashed', this event was about capturing the spirit of the club, its fans and the powerful energy they produce together in determined fashion. The undercurrent of unleashed potential, re-energised with a new brand to work with in the shape of New Balance, the club are looking to build on their strong finish to last season.

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With memories of silverware not out of sight, the 2016/17 home kit by New Balance is notably white. A homage that commemorates the club’s historic 70th anniversary of winning their first club double ― a Ligue 1 title and Coupe De France trophy. Players and fans alike were given the opportunity to welcome the fresh threads. From coasters to club captain's, it's a united start to a campaign that has rather tastefully been let off the leash. How fitting for a club so iconically championed by its 'Great Danes'.

The LOSC Lille home, away and Euro kits by New Balance are available to pre-order now and will land in stores from the 8th July.