New Balance 's rise in recent years is undeniable. Once a secret, the Boston-based brand has become one of the pillars of the "dad shoe" and techwear trend. On Wathe , the New Balance 1906R , 2002R , and especially the 9060 regularly feature in the ranking of best-selling pairs.
The comfort of the ABZORB sole, the retro-futuristic aesthetic and the multiple collaborations (Joe Freshgoods, Aimé Leon Dore, Salehe Bembury, etc.) have allowed New Balance to attract a young, informed and loyal audience.