New Balance
New Balance is the brand that has transformed itself from a sportswear manufacturer into a street culture icon. Founded in 1906 in Boston by William J. Riley, New Balance began with a simple goal: to improve foot comfort with orthotic insoles. But what has become a sneaker legend has taken no shortcuts to get to where it is today.
Innovation as DNA
New Balance is first and foremost a story of innovation. The brand's name itself comes from Riley's idea: he observed how chickens maintained their three-point balance with their feet and wanted to replicate this “new balance” in his shoes. Thus, he began making soles that improved stability and comfort, first for workers, then for athletes.
This attention to detail and performance has allowed New Balance to become a staple in the running world. Models like the New Balance 574 or the 990 are classics today, but at the time, these shoes were revolutionary for runners.
Street culture adopts New Balance
While the brand was at the forefront of athletic performance, it was street culture that took it to a new level. In the '90s, New Balance sneakers hit the streets, particularly in New York City, where sneakerheads, skaters, and even rappers began adopting them. Why? Because New Balance is the perfect combination of comfort and minimalist style.
The 990 model, with its sleek silhouette, has become a symbol in the sneaker world. Skaters, fashionistas, and artists alike have recognized this pair as an authentic, no-nonsense style. Kanye West himself was spotted wearing New Balances several times before creating his own Yeezys. That's how influential they are!
Made in USA, made in UK
One of New Balance's biggest strengths is its commitment to quality. Unlike many brands that outsource production, New Balance still manufactures some of its iconic models in the United States and the United Kingdom. The "Made in USA" or "Made in UK" label is a guarantee of quality, but also a way to maintain this connection to its roots and offer carefully crafted models.
Collaborations that are making a difference
New Balance also boasts a series of thoughtful collaborations. The brand has collaborated with designers and fashion designers to offer unique versions of its classics. We're thinking of the collaborations with Aimé Leon Dore, who brought an ultra-stylish vintage touch to models like the 550, or the collaboration with JJJJound, which embraced minimalism to resounding success.
Each collaboration allows New Balance to reach a new audience while remaining true to its core identity. The brand has never sought to completely reinvent itself, but rather to enhance its strengths: understated, high-performance, and timeless sneakers.