"Worn by super models in London and dads in Ohio".Written above a classic New Balance 990 on a white background, this sentence was the slogan of a recent NB campaign, that pays homage to OG sneaker wearing dads. And, frankly, no other footwear label has more right to claim the older generation than New Balance.
Founded in 1906 in Boston, Massachusetts, New Balance remains THE oldest standing athletic footwear brand in the world. Although the heritage has lived through two world wars and the great depression, the shoes still have a strong "dad appeal". They still manage to keep things fresh, in a very nostalgic way. Breathing fresh air into their iconic, classic silhouettes with new and vibrant colour combinations, has created an unparalleled intersection of fashion and function. They also haven't shied away from collaborating with big names in fashion on very desirable designs. The new Aime Leon Dore New Balances have created a lot of buzz, using the P550 Basketball Oxford silhouette in a patent leather look with simple vintage inspired colour combinations. Moves like this, cements New Balance as an OG sneaker brand that hasn't lost touch with contemporary tastes. This is perhaps exactly what makes these shoes appeal to stylish urbanites and corny dads all the same.