How New Balance Found Its Fashion Footing 

At 10 a.m. on a recent Tuesday, New Balance’s website was the hottest ticket online. Around 70,000 customers waited in a virtual queue to get their hands on a pair of the brand’s puffed-up low-top basketball sneaker, the 550. The $110 style has been a runaway hit ever since it was pulled out of the archives in fall 2020 by collaborator Teddy Santis, founder of New York City streetwear brand Aimé Leon Dore. The latest frenzy was notable, though, because the sneakers in question weren’t part of ALD’s limited-edition collab, which fetch a premium on the secondary market and tend to be targets for resellers. They were just a restock of New Balance’s regular version of the shoe, and still they sold out in seconds.

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