![]() The New Balance 550 officially returned in collaboration with Santis' brand, Aimé Leon Dore in September 2020. ![]() We were adjusting millimeters here and there just to get it right."įinders, keepers, it seems. He’s so particular about shape, so everything took us at least eight to ten revisions. Once we got the shoe in hand we built it from scratch with Teddy. We started researching hashtags on Instagram and found this collector who had a pair. We were lucky, because the Japan catalogues are super detailed. The only information we could find about it was from an old New Balance Japan catalogue. "He found this random picture of the 550, and he was like, 'What is this?' We did a bunch of research and found the silhouette from 1989. In an interview with Sneaker Freaker, Joe Grondin, the New Balance executive in charge of the brand's collaborations at large, revealed it was Santis that resurfaced the silhouette - and sensed its potential. It's fair to say the sneaker never would've seen the light of day again had it not been for Teddy Santis, owner of Aimé Leon Dore and the creative director of New Balance‘s MADE in USA line. In the early 90s, it trickled into international markets, where it was met with a similarly "meh" response. The 550 faded from popular culture as quickly as it arrived. ![]() Plus, the performance-focused innovations that made New Balance popular with runners didn't translate to basketball, where innovations like Reebok Pump and Nike Air reigned supreme. As such, they didn't see much action, but this was also because New Balance didn't quite have the same star power as more popular basketball brands like Nike or Converse. The low-top 550 was more comfortable, albeit less conducive to actual on-court success.
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