The New Balance brand name is now synonymous with quality, comfort and style. But it wasn't always like that. For decades, the brand was associated with the so-called "dad shoe" image - but now it has become one of the hottest players in streetwear and sneaker culture.
Beginnings: from orthopedic aids to sports shoes
New Balance was founded in Boston in 1906, originally manufacturing orthopedic insoles and comfort soles. The founder, William J. Riley , aimed to provide a “new balance” for the foot – hence the brand name.
New Balance was founded in Boston in 1906, originally manufacturing orthopedic insoles and comfort soles. The founder, William J. Riley , aimed to provide a “new balance” for the foot – hence the brand name.
The first true running shoe, the Trackster, was released in the 1960s and was the first athletic shoe to be made in multiple widths. This revolutionized the running shoe industry.
The dad shoe era: 80s, 90s
In the 80s and 90s, New Balance's most famous models, such as the 990, 574, or 993, became favorites of runners, hikers, and customers who prioritize comfort.
The subdued, mainly gray colorway of the shoes was classified as a "dad shoe" - thus becoming a symbol of the relaxed, sporty style of the older generation.
Rebirth: retro has become cool
From the second half of the 2010s, retro style, “normcore” and the vintage wave made classic New Balance shoes trendy again. The iconic shapes, thick soles and grey shades suddenly became cool among young people.
This is when the first truly impactful collaborations arrived:
- Aimé Leon Dore x NB 550 – New York lifestyle brand
- Salehe Bembury x NB 2002R – with premium outdoor inspiration
- Joe Freshgoods x NB 992/9060 – colorful design full of cultural references
- Jaden Smith x Vision Racer – in the spirit of sustainability
These collections exploded hype culture – sneakerheads lined up for the drops and resell prices skyrocketed.
Why did New Balance become so hyped?
There can be several reasons, the most significant of which are:
- Retro yet fresh design,
- excellent quality,
- made in USA/EU models,
- comfortable sole structure,
- limited,
- stylish collaborations,
- streetwear-compatible silhouettes
New Balance models – especially the classic grey colorways – are perfect examples of the “grey man” aesthetic: they represent a style that is understated, yet has character. It’s not loud, it doesn’t scream, but it still gets everyone’s attention.
This type of look has become particularly popular in the streetwear world because it can be combined well, yet still gives the premium feel that many people are looking for in a sneaker.
New Balance is no longer just a sports shoe, it's a lifestyle. The New Balance 550 , 990v6, 2002R or 9060 models still dominate Instagram feeds and streetwear sets today.
New Balance at the forefront of streetwear
New Balance's popularity isn't just growing because of hype - in fact, quite the opposite:
Many people love it now because it's not driven by hype - but by quality. New Balance shoes have been one of the most comfortable, durable choices for decades - and more and more people are rediscovering this.
New Balance shoes are back in their prime – and you can easily get them too! On onsize.eu you can find the most popular NB models – whether it's retro pieces or new collab sneakers.
New Balance is a perfect example of how tradition and modern style can meet. The brand has been around for over 100 years, but is only now experiencing its true heyday among young people. Whether you wear it as a dad or as a streetwear fanatic – New Balance is always a good choice.
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