The Rebirth of New Balance

Sneaker culture always had certains brands who were worn by opinion makers and innovaters before entereing the commercial masses. Nike usually dominated with some pretty exciting collaborations and the installement of the Jordans will never fade. BUT…As Jordan 1’s, Nike Dunks and everything else seems to be played out and seen on literally 11 year old kids, the early adopters need to move to another niche. Thats’s where New Balance took the center stage. Smart collaborations with brands like KITH, Aime Leon Dore, Paper Boy, Levi’s, jjjjound and many micro artists slowly but heavily shifted the narrative to New Balance. The birth of the 327 by Casablanca was another best in class move, as it was their first step into the footwear game. The dominance of the 990, 991, 992 and various other models dominate the taste. Especially the partnership with jjjjound, where the simple choice of colors affects the aesthetics AND the price heavily.