It’s 2010 and your mom brings home a pair of New Balance sneakers. You internally, maybe even externally, cringe. Not the dad shoe. You can see your friends mocking you even now once they see you in those Dad Force 1’s.
Fast forward to present day and we are looking at the hottest sneaker on the market. Today, you’ll most likely find New Balances being resold at a 300% uptick from their market price. Or, if you’re the luckiest person on the planet, you can find them when they sell out in seconds flat during one of their drops.
All Hail The Creative Director
We are witnessing something truly miraculous right now…The rebrand of the century – something many big name brands have tried – and failed – to do for so long. Think Abercrombie or Banana Republic becoming trendy and acceptable to wear in public again.
The success in these re-brands is not by luck or chance, it’s thanks to the change in creative directors. In 2021, New Balance named Teddy Santis their new creative director.
Santis founded Aimé Leon Dore, a successful fashion and lifestyle brand, that was vital in helping re-release the New Balance 550. AKA, the sneaker you see on your Pinterest board everyday. The “it girl” of New Balance, if you will.
New Balance was in the gutter literally up until 2019 when they began to do the impossible: embark on a rebrand mission so large and insurmountable that many companies went bankrupt trying to do. Yet…somehow, they did it.
Without further ado, let’s do a little dive on how New Balance started as the “Dad shoe” and became the “it” sneaker of street fashion.
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