Roland Corporation has announced a series of partnerships to celebrate its annual “808 Day.” From its inception in 1980, the TR-808, commonly called “the 808,” has shaped the creation of various music genres, paving the way for the hip-hop and techno movements from the mid-1980s onward and now has its own day of celebration on Aug. 8, dubbed 808 Day. This year’s celebration fuses music, fashion and technology to honor Roland’s TR-808 Rhythm Composer.
As such, Roland has unveiled the special-edition Tiago Lemos NM808 x Roland sneaker, a collaboration with footwear brand New Balance. This collaboration celebrates the TR-808’s impact on music and culture, while also highlighting the intersection of skateboarding, hip-hop and fashion. The NM808 blends the innovative style of skate legend Tiago Lemos with New Balance’s aesthetic, reflecting the significant influence that skate culture and hip-hop have had on fashion trends over the years. This partnership not only applauds the legendary drum machine but also highlights how music, skateboarding, and street style continue to shape and redefine contemporary fashion.
The limited-edition sneakers pay homage to the late ’90s, while incorporating New Balance technology and the TR-808’s retro design. Available in a sleek black colorway, these sneakers are engineered for both style and performance, featuring a reinforced toecap, internal foam pods for a secure fit, and foot-locking straps.
“Hip hop has been the soundtrack for my skating, and at the heart of many classics was the 808,” Lemos said. “To have a collaboration with the legendary Roland 808 on my shoe is an honor.”
To commemorate this collaboration, a special short film featuring Tiago Lemos and renowned DJ and producer Cut Chemist will be released on New Balance’s YouTube channel on 808 Day.
The Tiago Lemos NM808 x Roland is available now on newbalance.com and will be rolling out to select New Balance stores worldwide, Roland’s retail store in Tokyo and through Roland Lifestyle’s web store on 808 Day. To complement the release of the Tiago Lemos NM808 x Roland sneaker, Roland Lifestyle and New Balance have also collaborated on a limited capsule collection featuring hoodies, T-shirts and hats.
Additionally, to amplify the 808 Day festivities, livestreaming service Twitch has partnered with Roland to create “808 Live,” an exclusive eight-hour programming track featuring an all-star lineup of DJs. Thanks to partnerships with major labels like Universal, Warner, Sony and hundreds of independent labels, Twitch has become the first major service to provide a home for DJs to legally livestream using a vast library of popular music.
