The history of New Balance – from dad shoe to hype piece

Today the New Balance name stands for quality, comfort and style. But it wasn't always that way. For decades the brand was stuck with its “dad shoe” image – and now it's become one of the coolest players in streetwear and sneaker culture.

The beginnings: from orthopedic aids to sports shoes

New Balance was founded in Boston in 1906 and originally made orthopedic insoles and comfort soles. The founder, William J. Riley, wanted to give feet a “new balance” – which is where the brand's name comes from.

New Balance was founded in Boston in 1906 and originally made orthopedic insoles and comfort soles. The founder, William J. Riley, wanted to give feet a “new balance” – which is where the brand's name comes from.

The first real running shoe, the Trackster, came out in the 1960s – the first sports shoe made in multiple widths. It revolutionized the running shoe industry.

The dad shoe era: the '80s and '90s

In the '80s and '90s, New Balance's best-known models – like the 990, 574 or 993 – became favorites of runners, hikers and comfort-first shoppers.

These understated, mostly grey shoes were filed under “dad shoes” – making them a symbol of the older generation's relaxed, sporty style.

Rebirth: retro got cool

From the second half of the 2010s, the retro style, “normcore” and the vintage wave made classic New Balance shoes trendy again. Iconic shapes, thick soles and shades of grey suddenly became cool with young people too.

That's when the first truly game-changing collabs arrived:

• Aimé Leon Dore x NB 550 – with the New York lifestyle brand
• Salehe Bembury x NB 2002R – with premium outdoor inspiration
• Joe Freshgoods x NB 992/9060 – colorful designs packed with cultural references
• Jaden Smith x Vision Racer – with a focus on sustainability

These collections blew up hype culture – sneakerheads lined up for the drops and resell prices went through the roof.

Why did New Balance get so hyped?

There are plenty of reasons – here are the biggest ones:

• retro yet fresh design,
• excellent quality,
• made in USA/EU models,
• comfy sole construction,
• limited releases,
• stylish collabs,
• streetwear-friendly silhouettes

New Balance models – especially the classic grey colorways – are perfect examples of the “grey man” aesthetic: a style that's understated yet full of character. It's not loud and doesn't shout, yet everyone notices it.

This kind of look also became especially popular in streetwear, because it's easy to style while still giving that premium feel so many people want from a sneaker.

Today New Balance isn't just a sports shoe – it's a lifestyle. The New Balance 550, 990v6, 2002R and 9060 models still dominate Instagram feeds and streetwear fits today.

New Balance at the forefront of streetwear

New Balance's popularity isn't just growing because of the hype – in fact, quite the opposite:

Lots of people are falling for it now precisely because it isn't driven by hype – it's driven by quality. New Balance shoes have been among the comfiest, most durable options for decades – and more and more people are rediscovering that.

New Balance shoes are in their prime again – and you can easily get yours! In the onsize.eu lineup you'll find the most popular NB models – whether you're after retro pieces or new collab sneakers.

New Balance is the perfect example of tradition meeting modern style. The brand has been around for over 100 years, but it's only now having its real heyday with young people. Whether you wear them as a dad or as a streetwear fanatic, New Balance is always a good call.

Image sources: https://newbalance.hu/
https://www.newbalance.gr/en/etaireia/profil/