how new balance became cool again
The unexpected, and insanely smooth comeback of New Balance
You know that feeling when you're sick, and the only cure (okay, maybe not the cure, but let’s be dramatic for the sake of, well… drama) is a little retail therapy? That was me over the weekend… sick, feeling sorry for myself, miserable, and in desperate need of a pick me up. So, I did what any rational person would do. I went online shopping, and bought myself a brand new pair of New Balances. I never thought I’d willingly buy a pair of New Balances. Yet, here I am, lacing up my chunky 9060s, officially converted. So, how did the brand go from "uncool dad shoe" to the sneaker of the moment?
90% of my gym is rocking a pair of the chunky, ugly yet cute (and somehow representing a cow hoove) New Balance 9060s... and now, I am too. As I sat there, trying to will myself back to health (because, mum life), my strategist brain kicked in. I started wondering: HOW did New Balance transition from the clunky grandpa shoe I remember as a kid to the cult favourite sneaker I now proudly own?
Let’s break it down. How did New Balance become a streetwear essential?
The power of rebranding and owning the narrative
New Balance didn’t chase trends. No, it doubled down on its OWN heritage. Instead of competing with the big names dominating sneaker culture, the brand leaned into what made it truly unique: premium craftsmanship, timeless design, and an authentic legacy. Rather than shifting to something unrecognisable, New Balance embraced its roots while making itself relevant to a new generation.
By staying true to its identity and refining its perception, New Balance transformed into a powerhouse in the sneaker game.
The key to hype worthy sneakers starts here…
During my deep dive (aka self-pity sickness research), I realised how well New Balance positioned its collaborations. They weren’t just about attaching a popular name to a shoe, they were about meaningful partnerships that resonated with sneaker culture.
Some of the most notable collaborations include:
Aimé Leon Dore – A vintage, preppy meets streetwear aesthetic that gave classic silhouettes a fresh appeal.
JJJJound – A minimalist, premium take on New Balance classics that spoke directly to the fashion forward crowd.
Miu Miu – Yes, even high fashion houses have embraced New Balance, turning practicality into premium.
These collaborations weren’t just hype… they were strategic brand moves. By aligning with high end and culturally relevant names, New Balance tapped into new audiences, proving that the right partnerships can elevate a brand and drive desirability.
The cool factor:
It’s no secret that celebrity influence plays a massive role in brand perception and marketing strategy. Once New Balance started appearing on the feet of style icons like Timothée Chalamet, Rihanna, Hailey Bieber, and Kendall Jenner, it was no longer just a dad shoe, it was a fashion statement.
Jack Harlow’s partnership with New Balance pushed it even further into the spotlight, making it clear that this wasn’t just another sneaker brand trying to stay relevant… it had officially arrived.
This is a lesson in influencer marketing and cultural branding, the right ambassadors can turn a brand from niche to mainstream, creating aspirational value.
The shift to effortless comfort first fashion
As we’ve all witnessed, or at least those of us who actually pay attention to fashion (which, let’s be real, includes you since you’re reading this), the fashion world has been shifting toward effortless, understated, and comfortable looks. Minimalism and vintage inspired aesthetics are having their moment, and with that, retro sneakers have cemented their place as a wardrobe staple.
New Balance mastered this shift by delivering:
Effortless street style, sneakers that pair seamlessly with both laid back and elevated outfits.
Timeless designs, iconic silhouettes like the 550, 2002R, and 990 series strike the perfect balance between nostalgia and modernity.
The ever important quality, comfort, because looking good shouldn’t mean sacrificing how your feet feel… something both sneaker heads and everyday wearers can appreciate.
The lesson? A masterclass in brand evolution
New Balances transformation isn’t just about sneakers, it’s a case study in rebranding done right. Instead of abandoning its identity, it refined it. The brand proved that staying true to your roots while adapting to cultural shifts can take you from “uncool” to the shoe of the moment.
The key takeaways:
Authenticity matters. New Balance stayed true to its heritage rather than chasing hype.
Collaborations, when done strategically, can reposition a brand in powerful ways.
The rise of comfort driven fashion created the perfect moment for its resurgence.
Celebrity influence gave it mass appeal beyond the sneaker community.
So, are you embracing the New Balance resurgence, or are you still resisting the dad shoe trend? Drop your thoughts in the comments below!
