From the legacy of running to contemporary reinvention through the concept of “Modern Craftsmanship”.
To talk about New Balance is to talk about independence, authenticity and expertise that has endured for more than a century without being swayed by fleeting trends. A vision that combines craftsmanship, innovation and timelessness to become a global cultural reference. And it all comes down to three fundamental principles: rigour, passion and authenticity.
In an industry saturated with fleeting products, New Balance is committed – through “Modern Craftsmanship” – to designs that stand the test of time while also looking to the future. The secret? Maintaining a balance between trend and comfort, inspiring consumers to express themselves freely through the language of their own style.
Innovation has always been part of the brand’s DNA. And if there is one technology that symbolises this relentless pursuit of excellence, it is ABZORB, introduced in 1993 as a revolution in running cushioning and since then become a cross-cutting icon within the New Balance universe.
In 2023, the sports giant reinterpreted this heritage with the launch of the ABZORB 2010 and ABZORB 2000, two models that represent the perfect tension between past and present, tradition and avant-garde. The former prioritises absolute comfort with a segmented rubber sole with enlarged sections, which steals the show in terms of design. Its diamond-patterned mesh upper adds an exquisite contemporary twist that meets the demands of today’s consumer.
The second option delves into even more experimental territory: a cutting-edge design conceived with 3D tools to create a hyper-detailed sole and curves that are impossible to capture on paper. The combination of ABZORB cushioning with ABZORB SBS capsules reinterprets the codes of early 21st-century running from a futuristic perspective, yet one that is deeply rooted in the brand’s archive.
‘The real challenge in designing the ABZORB 2000 was finding the perfect balance between heritage and modernity,’ says Charlotte Lee, design director. ‘We wanted to amplify those key design elements, such as ABZORB SBS gel cushioning, but rework them from a contemporary perspective. It’s that tension between the past and the present that really drives our design philosophy.’
The evolution of ABZORB is the perfect metaphor for this spirit: a technology born out of an obsession with functionality, which has made its way into lifestyle and is now being reinterpreted as an object of desire for a new generation seeking authenticity in a saturated environment.
Sigue toda la información de HIGHXTAR desde Facebook, Twitter o Instagram