Aminé and New Balance launch a cultural OOH campaign in Portland with a giant billboard that doubles as a community book donation site.
Turning a Billboard Into a Community Space
Just below the billboard, a brick-styled donation drop box invites people to leave their books. The concept merges urban creativity with cultural action, transforming a traditional advertising space into a platform for collective participation and community growth.
Aminé’s Cultural Impact Beyond Music
Aminé is not only known for his music and fashion but also for connecting with his community. With this campaign, he makes a statement: reading shouldn’t be performative—it should be shared. Donating books is an authentic way to spread knowledge and culture.
Where to Join the Initiative
The installation is located at 207 NE Martin Luther King Jr Blvd, Portland, OR. Visitors can stop by, enjoy the creative visuals, and donate their books directly to the collection box.
A Unique Brand Collaboration
New Balance joins the project as a partner, showing how lifestyle and sports brands can align with cultural initiatives. This partnership highlights how advertising can go beyond products and actively contribute to community well-being.
A Playful but Honest Reminder
The headline humorously calls out the trend of reading as a performance. Aminé flips the script, encouraging people to do something meaningful with their books—share them with others and fuel the library movement.
Final Thoughts
The Aminé x New Balance 2025 campaign is more than just an OOH activation. It’s a cultural statement blending music, fashion, and literature into a shared experience. For Portland locals, it’s a chance to turn performative reading into real community impact.
