New Balance 550: why is it making a comeback?
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Have you noticed this trend?
The retro sneakers from the brand New Balance are taking over the wardrobes of trendy girls. Emily Ratajkowski, Elsa Hosk, and Hailey Bieber are seen wearing the 550 model from the American brand New Balance.
Today, this model is one of the year’s successes in the sportswear sector.
Yet, nothing destined the New Balance 550 to make a noticeable comeback and become a full-fledged trend in the fashion sphere.
Why has the NB 550 become a reference in the sneaker market? What explains its success?
These are the questions we will try to answer in this article.
But one thing is for sure, it goes beyond the shoe itself.
Discover why the New Balance 550 shoe has become a must-have in 2022.
New Balance 550: the grand comeback of a forgotten sneaker
How did the New Balance 550 sneaker manage to make a strong comeback?
To understand this, let’s go back a few years, specifically to 1989, the year that gave birth to the New Balance 550. Designed by Steven Smith, the pair of sneakers did not meet great success at the time: a common style, but above all increased competition that showed that the 550 was not technically advanced.
The 90s sneaker was quickly forgotten.
But that was without counting on the visionary spirit of a duo who saw potential in the 550: Teddy Santis, the designer of the Aimé Leon Dore brand, and Joe Grondin, Brand Senior Manager at New Balance. They started searching for the “forgotten” pair on Instagram, until they found the Holy Grail with a collector.
In September 2020, a new reworked version of the 550 was born. Thanks to the NB x ALD collaboration, the 90s sneaker will be propelled into the spotlight through a well-crafted marketing campaign that will give it a certain visibility: “International Friendship Through Basketball”.
This was followed by success, and the New Balance 550 range expanded much to the delight of sneaker enthusiasts.
Why has the New Balance 550 become popular?
A completely redesigned sneaker
The style of the new New Balance 550 has been completely revamped. The sneaker is now more modern and colorful. The designers have conceived it as a comfortable sneaker with vintage accents. The retro lines with a smooth or perforated white leather base recall the iconic style of the 90s, but the colors bring this appreciated contemporary touch: mint green, purple, yellow, orange, sky blue, etc.
A sneaker that inspires heritage
The adventure of the 550 started on basketball courts, and the brand’s desire to position its models as iconic sneakers in the basketball landscape is very real.
That’s why each new pair is designed with the cultural imprint attributed to American sports. A basketball on the tongue of the “UNC” model as a reference to the Tar Heels team, collections featuring iconic clubs, partnerships with icons… There are many actions.
Collaborations and limited editions
For the year 2022, New Balance has decided to capitalize on the 550, as evidenced by the lineup of new and unprecedented pairs.
A total of 24 new pairs are planned to be released by New Balance. Among them, there are sneakers signed by new collaborations with Aimé Leon Dore, such as the trio of 550s available in “Brown,” “Olive,” and “Purple,” as well as sneakers with a vintage or minimalist touch. The unprecedented pairs from the “Lackers Pack,” influenced by the iconic Los Angeles club, will undoubtedly delight basketball fans.
Featured image: © Unplash / Icee Dc
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