New Balance 2002R

NEW BALANCE 2002R: THE SILHOUETTE FAVORITE OF AFICIONADOS

NEW BALANCE 2002R: THE NEW HYPE

New Balance was founded in 1906 by William J. Riley , a Boston shoemaker who aims to help people with foot problems by developing orthopedic insoles who offered a best support at the level of the arch of the foot. The brand is known internationally for its comfort and his quality in the 1960s when it decided to enter the running shoe market . The brand stands out from its competitors thanks to the custom manufacturing of its soles, its particular attention to the choice of materials used which are deemed superior to those on the market as well as the finishes and details on the different inserts during manufacturing, which is originally Made In USA . It was in the 80s that the equipment manufacturer decided to turn to the basketball courts with its New Balance 550 but remained very well known thanks to the quality of its models made for running such as the Super Comp which inspired the designer 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 sporting activity. Over the years, it acquired significant expertise in the technologies used for its models such as the New Balance 992, greatly popularized by Steve Jobs , founder of Apple . The American equipment manufacturer continues to reinvent its image by collaborating with new designers such as Joe Freshgoods or JJJJound on its New Balance 990 range.

NEW BALANCE 2002R FOR MEN AND WOMEN: A LATE SUCCESS

In 2010, the American designer Andrew Nyssen unveils the New Balance 2002, a premium running model that aims to be high-end and therefore Made In USA . It will be sold at a price of $250, making it one of the most expensive sneakers in New Balance history. The silhouette will meet with niche success but will not succeed in attracting the general public. The pair will nevertheless be considered THE perfect shoe by Ronnie Fieg in person. The creator of the label KITH 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 also inspired by Bentley sedans as well as 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 designer shoes which 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 which takes the original upper but which swaps the gel midsole over the entire length of the midsole for that of the New Balance 860v2, a sole N-ERGY which only has gel on the heel. This is how the New Balance 2002R that we all know. The Japanese designer will add the “R” to mean that the 2020 model was the “retro” of the 2010 model, like the names of the Jordan Brand reissues. One of Shono's decisive choices was to relocate manufacturing to Asia instead of the initial Made In USA. The cost of labor being cheaper, the launch price will undergo a huge drop from $250 to $130, to the delight of New Balance enthusiasts.

NEW BALANCE 2002R: EXCEPTIONAL COLLABORATIONS

For the international launch of the model, New Balance decided to partner with Salehe Bembury . Former designer of the label Yeezy , the New York artist was the vice-president of the department sneakers and footwear for men from the haute couture house, Versace. The fruit of this collaboration will give the New Balance 2002R Peace Be The Journey, a pair that draws its inspiration from the famous Antelope Canyon located in the southwest of the United States. The successful partnership will continue in 2021 with the New Balance 2002R Water Be The Guidewhich takes on the colors of Havasu Falls in Arizona in aquatic and desert tones.