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New Balance was founded in 1906 by William J. Riley,a shoemaker from Boston who set out to help people with foot problems by developing orthopedic inserts which offered a best support to the arch of the foot. The brand became internationally known for its comfort and quality in the 1960's when it decided to enter the footwear market. running shoes.The brand distinguishes itself from its competitors thanks to the custom manufacturing of its insoles, its particular attention to the choice of materials used, which are reputed to be superior to those on the market, as well as the finishes and details on the different inserts during the manufacturing process, which is originally Made In USA. It is in the 80s that the equipment manufacturer decides to turn to the basketball courts with its New Balance 550 but remains very known thanks to the quality of its models made for the race such as the Super Comp which will inspire the creator Charlotte Lee for the design of the New Balance 327. The brand with the capital "N" stands out for the support and stability of its silhouettes originally created for a sporting activity. Over the years, it has acquired significant expertise in the technologies used for its models such as the New Balance 992, which was highly popularized by Steve Jobs, founder ofApple. The American manufacturer continues to reinvent its image by collaborating with new designers such as Joe Freshgoods or JJJJound on its New Balance 990 range.
In 2010, the American designer Andrew Nyssen unveils the New Balance 2002, a premium running shoe that is meant to be high-end and therefore Made In USA. It will be marketed at a price of $250, which makes it one of the most expensive sneakers in the history of New Balance. The silhouette will meet a niche success but will not manage to seduce the general public. The pair will nevertheless be considered as THE perfect shoe by Ronnie Fieg himself. The creator of the KITH label even declared that the gel cushioning system along the entire length of the sole was a suspension worthy of a luxury car. The shoe's moodboard was inspired by Bentley sedans and Hublot watches. We have to wait until 2020 and a certain Tetsuya Shono to see the revival of the silhouette. Product Line Manager for New Balance Japan, Shono is a former footwear designer who looked at the international commercial flop of the New Balance 2002 which had found its audience in Japan. He then decided to conceptualize a prototype that takes the original upper but swaps the full-length gel midsole for that of the New Balance 860v2, an N-ERGY sole that has only gel on the heel. This is how the New Balance 2002R that we all know was born. The Japanese designer will add the "R" to mean that the 2020 model was the "retro" of the 2010 one like the names of the reissues of Jordan Brand. One of Shono's decisive choices was to outsource manufacturing to Asia instead of the original Made In USA. The cost of labor being cheaper, the launch price will be reduced from $250 to $130, to the delight of fans New Balance.
For the international launch of the model, New Balance decided to partner with Salehe Bembury. Former designer of the label Yeezythe New York artist was the vice-chairman of the department sneakers and footwear for men from the haute couture house, Versace. The result of this collaboration will be the New Balance 2002R Peace Be The Journeya pair that draws its inspiration from the Antelope Canyon in the southwestern United States. The successful partnership will continue in 2021 with the New Balance 2002R Water Be The Guide which features the water and desert colors of Havasu Falls in Arizona.
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