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New Balance
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NEW BALANCE, AN AMERICAN SUCCESS STORY
THE BRAND'S HISTORY: A PROMISE OF QUALITY AND COMFORT
New Balance, one of the very first sneaker brands, was born in Massachusetts in 1906 long before Puma, Nike or Adidas, under the full name of The New Balance Arch Company. A shoemaker by trade, William J. Riley, the brand's founder set out to help people suffering from foot problems. New Balance therefore started out making shoes with orthopaedic insoles designed to give the arch better support. As a side note, the name “New Balance” was inspired directly by the anatomy of chickens' feet. Watching them, William Riley realised that their three points of contact gave perfect balance and force distribution, which proved extremely useful in designing his orthopaedic insoles.
The made-to-measure approach behind those orthopaedic insoles naturally carried over into the brand's future footwear. That is why particular attention is paid to the technologies of the soles. Still with comfortin mind, different widths are offered depending on the sizes available on certain sneakermodels. The materials are often premium, such as genuine pigskin leather, and all the brand's pairs are handmade.
A NEW BENCHMARK IN THE RUNNING WORLD
William Riley later passed the company on to his daughter, a move that would take the American firm in a very different direction. In 1961 New Balance released its first running shoe: the New Balance Trackster, the first performance model to be offered in several widths. The rise of sport and the growing popularity of running in the 60s were a real marketing opportunity for the brand, which gradually carved out a place in the sector and moved away from orthopaedic insoles, though never entirely. By offering several widths on the New Balance Trackster, the brand positioned itself as a specialist in footwear, and more specifically in comfort , thanks to William Riley's legacy and his deep knowledge of orthopaedics.
In the years that followed, the popularity of New Balance reached its peak, thanks in particular to the marathon in New York. It was on the feet of almost every participant and became known worldwide.
NEW BALANCE 9060
Among the latest silhouettes designed by the NB creative teams, the New Balance 9060 is the perfect fusion of style and performance. The sneaker usually has an upper split between mesh and suede, but it draws its character from the futuristic look given by its chunky REVlite sole. Quickly adopted by fans of the Boston brand, the 9060 has been at the heart of collaborations with Bricks & Wood, Joe Freshgoods and Bodega.
NEW BALANCE 550
Originally released in 1989, the New Balance 550 has an upper in smooth, soft leather and perforated mesh set on a rubber sole premium. The silhouette was originally made for the basketball court, but it never managed to hold its own against rival sneakers such as the Air Jordan 4, which players of the time preferred. It took until 2020 and the collaboration with the label Aimé Léon Dore by Teddy Santis for the retro model to find its audience. Affordable, well made and comfortable, the vintage silhouette has produced a string of successful versions, such as the Red and Green.
New Balance 1906R
A silhouette created in 2009, the NB 1906 returned in 2022 in a reworked version, in the vein of one of the most sought-after pairs of the moment, the 2002R. The New Balance 1906R has a mesh base with leather details and TPU overlays that add durability. The whole forms a look that is both retro and futuristic, and that is what sets it apart. Very much in demand, this model has also been the subject of collabs with GANNI, Aimé Leon Dore, thisisneverthat and Auralee.
NEW BALANCE 2002R
The New Balance 2002R, originally released in 2010, was a pair made exclusively in the Made In USA. Revealed through exclusive drops, the low-top was the perfect blend of luxury and running. But it was only ten years later, in 2020, that the model became an international success with the collaboration 2002R Peace Be The Journey by American designer Salehe Bembury. Its premiummaterials, its comfort and its affordable price instantly won over sneaker fans around the world. In 2021, the Boston brand teamed up with Chinese designer Yue Wu to create the Redefined Future pack, better known as the Protection Pack , which brought us the Rain Cloud, Sea Salt and Phantom.
New Balance 530
A New Balance classic since it appeared in the early 90s, the New Balance 530 is one of the best-known pairs from the Boston brand. Designed first for running, it was reinvented in 2015 with newer, tougher materials to match the sneaker trends of the moment. It stands out for its simplicity and its consistently effective colourways, which make it the perfect pair for sport and for everyday life alike.
COLLABORATIONS THAT REFLECT THE BRAND'S STRONG VALUES
Through its history and its focus on comfort and performance, New Balance stands for values ofexcellence, quality andinnovation. Worn today by athletes and streetwearlovers alike, New Balance has drawn on its running experience to open up to the sneakers market, thanks in particular to its many collaborations with other brands.
Recent examples include the sneakers made with the label JJJJound, designer Joe Freshgoods and the New York brand Aimé Leon Dore. All these models are available for men and women on Wethenew.
Unlike Nike or Adidas, which lean on ambassadors to promote their models, New Balance focuses on the shoe itself, putting the emphasis on the design and the technical features of its footwear. By combining premium materials, well-judged colour mixes and a reading of current trends, New Balance is today a brand rooted in the sneaker community, for men and women alike.
More recently, the brand has brought back into the spotlight a wide range of colourways of the New Balance 204L, heavily inspired by the running shoes of the 2000s.
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