New Balance sneakers are having their moment. Founded in 1906, William J. Riley set off on a mission to create a shoe for arch support. Ever since then, the company evolved into a brand that offers a variety of different athletic and lifestyle shoes. The famous “N” that trademarks each shoe is known to almost anyone who looks at it. So, when I saw these shoes appear around campus and on my social media feeds it got me thinking, are New Balances the new wave?
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Over the past few years, Jordan 1s, Air Force 1s, and Converse have been consuming sneaker culture. It was an intriguing surprise when I noticed New Balance popping up on my Instagram and Pinterest feed, a seemingly new addition to the culture. The brand has their staple sneakers for running and athletics, but the shoes that have been gaining the most traction on the internet most recently are the New Balance 574s and 550s.
These shoes have undoubtedly appeared in the media for a while now. The 574s were released in 1988 and the New Balance 550s were originally basketball shoes in the 80s and 90s. However, these shoes have evolved into a staple for people’s everyday wardrobes. The shoes have a specific look that is unlike any other brand. The 574s are mainly unisex, which is an intriguing aspect of the brand. Many companies specifically market their shoes towards women or men. However, the fluid design of the shoes allows New Balance to include a larger target market within their brand, not confining their shoes towards only representing a certain gender. The concept is an attractive aspect of the brand especially considering that today, fashion is transitioning into a more open and expressive industry, relying less on labels that restrict people to only dress masculine or feminine.
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The New Balance 574s’ design is unique and unlike any other shoe brand on the market. They offer a color palette of cool, crisp tones of greens, blues, and oranges along with classic black and white designs that sets them apart from competing shoe brands. The shoe’s color blocking is done extremely well. The “N” is in a contrasting tone that sets it apart from the rest of the shoe. The signature look establishes the brand’s message and bonds consumers together with brand loyalty.
Similarly, the 550s have relatively the same color palette options as the 574s, but they include leather in the design instead of suede and mesh upper look. New Balance partners with athletes and other designers to promote and grow their brand. New Balance collaborated with the brand Aimé Leon Dore to create a line that “will lead community-focused programming and initiatives through the game of basketball,” in April 2022. The campaign holds true to the basketball origins of the shoe. Additionally, Coco Gauff, a young professional tennis player, is sponsored by New Balance. On her Instagram she represents the brand on and off the court. She can be seen styling lifestyle New Balance shoes or her tennis shoes. The brand partners with young, upcoming brands and people to stay relevant with young consumers. These partnerships offer a fresh look on a traditional shoe, which is why a resurfacing of the shoe can be seen today.
The New Balance 550s and 574s are relatively affordable sneakers that will be a worthwhile addition to anyone’s shoe game. The brand is timeless, considering they have been around since the early 1900s, and continuously innovate their designs while looking for a new angle on the presentation of their campaigns for shoes. The various color options of the shoe elevate any outfit, not to mention the shoe is comfortable. Pick up a pair now, because New Balance is the New Wave.
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