Over the last few years, New Balance has emerged as the most exciting brand in sneakers. Through a well-executed strategy centered around collaborating with in-demand clothing brands like Aimé Leon Dore and JJJJound and talented designers like Joe Freshgoods and Salehe Bembury, and releasing its most popular shoe, the New Balance 990 and its many variations, in one easy-to-wear colorway after another, the Boston footwear company has solidified itself as a force in our culture.
And it doesn’t look like it will be giving up its positioning anytime soon. New Balance is poised to have another dominant run this year based on its moves early in the year. What does that mean for sneaker resellers? It means you should have New Balance on your radar starting, oh, right now.
Don’t know where to start? You’ve come to the right place. Below we’ll go through everything you need to know about New Balance, including the collaborations, returning retro silhouettes, and more, that you should be keeping an eye out for if you’re looking to maximize your profits in sneaker reselling.
Collaborations
Pictured: New Balance Collabs With Bodega, Salehe Bembury, Paperboy Paris, and ALD
By now everyone should be familiar with New Balance’s collaborations with Aimé Leon Dore. The New York based clothing brand has made a name for themselves by working with New Balance on retro-inspired colorways of the New Balance 550 and 650, in addition to a range of other models. Anytime Aimé Leon Dore and New Balance come together, you can almost guarantee that it’ll be something worth reselling on the secondary market.
In sneaker culture, we’re constantly reminded that good things come to those who wait. The latest example of this being true is Action Bronson’s new collaboration with New Balance for the 990 V6. Seemingly years in the making, the pairing of the New York hip-hop artist and New Balance is a match made in heaven. Bronson, a longtime New Balance fan, has spoken highly of the company for years. New Balance, on the other hand, has had its finger on the pulse of what’s hot in culture. The “Baklava” features colorful hues as bold as Bronson’s outsized personality. This is one of the hottest releases of 2023.
But what about New Balance’s other collaborations? In our opinion, they are just as compelling. Everything from the brand’s work with JJJJound to Stray Rats are fetching serious coin in the resale market. Keep an eye out for New Balance’s partnerships with Joe Freshgoods and with Salehe Bembury in 2023, too.
Shoes to look out for: Collabs by Aimé Leon Dore, Joe Freshgoods, Stray Rats, Salehe Bembury, Action Bronson and more
Made in USA
Pictured: New Balance Made In USA 990 Collection
New Balance’s “Made in USA” line is steeped in heritage. And now thanks to Teddy Santis, a new chapter of the collection is unfolding right before our eyes. The founder and lead designer of Aimé Leon Dore was appointed the Creative Director of New Balance’s “Made in USA” brand back in 2021, and released his first collection in 2022. Nearly every shoe that’s been rolled out thus far has been a hit. Santis’s “Made in USA” series places an emphasis on premium craftsmanship and compelling design, two components that aren’t lost on consumers.
Shoes to look out for: 990, 990 v2, 990 v3, etc.
Returning Retro Silhouettes
Pictured: New Balance 1906R
Much gets said about New Balance’s collaborations, and while exciting, that aspect of the company doesn’t tell the complete story of its rise in popularity. Another reason why New Balance is red hot right now is because of the brand’s decision to release silhouettes from its archives like the New Balance 2002R, 610, and many more. Why is this significant? As the “dad shoe” trend continues on, there has been a renewed interest in once-forgotten performance shoes from the 1990s, 2000s, and 2010s. As we’re seeing, no brand has as much compelling footwear from those eras as New Balance. Years removed from their original release, shoes like the 2002R and even the New Balance Rainier, a trail-ready design that’s already been co-signed by Aimé Leon Dore, are now being appreciated by new collectors who vibe with shoes with a retro-yet-modern appearance.
Shoes to look out for: 2002R, 1906R, 610, 580, 574 Legacy, Made in UK 991, 9060, 550
Consign your New Balance sneakers with Stadium Goods by downloading the StadiumSupply App.
StadiumSupply Blog 