There has to be a careful approach when discussing 3D. Brands tend to use the label of 3D when discussing scanning options for fit. This is not what New Balance has done in this instance. A discussion on 3D fit would make New Balance first in the race to 3D as they did drop 3D scanning in store back in 2017:
Additive manufacturing is actually the name for 3D printed products. The technique has arrived in a number of places in the footwear industry over the last 3 years. The manufacturing process is called 4D in some instances (adidas x Carbon) and Futurist in other brands (Under Armour). Whatever the name, the argument of which brand got to the market first with 3D was New Balance, although Nike ran a close second by creating plates for cleats a few years ago. New Balance, however, was quietly perfecting and doing the work with their Boston based counterpart Formlab. Today’s announcement however is an impressive introduction for a number of reasons.
New Balance launches a new platform, created with 3D printing technology from Formlabs, delivering components that are closer to traditional performance cushioning than ever before. This new platform, called TripleCell, further establishes New Balance as a leader in advanced manufacturing with its U.S. based manufacturing. New Balance will launch the 990 Sport on June 28th and the FuelCell Echo on September 15th both featuring TripleCell technology, with the expected retail value of $185 and $175 respectively.
This announcement comes on the heels of Nike announcing a new cushioning system in Joyride during their Fiscal Year Q4 report yesterday. Which makes this an interesting discussion for those who know the importance of sustainability in footwear. The announcement also raised a more important question about New Balance and their potential for growth as the company produces and assembles more of their shoes outside of China than other companies. As the tariff issues continue to disrupt the momentum of brands attempting to navigate the shaky economic policies of the Trump administration, New Balance has offered the first cost effective option for a mainstream release of a 3D Printed performance option. Most 3D sneakers have chimed in at over 300 dollars. Because New Balance has a pricing structure that already includes production in the U.S. the pricetag of their new 3D performance models rings up at the same price of other Made in the US models by the brand. This is impressive and definitely something to consider as consumers become more aware of pricing and sustainability around the products they buy. Read more about this below and check out the video.
New Balance chose the 990 Sport to launch the TripleCell platform to reimagine a classic and venerable silhouette. TripleCell technology in the heel seamlessly delivers the cushioning experience found in the classic style but is 10% lighter than the 990v5 and maintains the Made in the USA designation. The New Balance Innovation Design Studio dropped TripleCell into the forefoot of the FuelCell Echo based on the growing focus of forefoot technology and the learnings taken from the recent launch of the FuelCell platform. The 990 Sport with TripleCell is Made in the USA at the New Balance Lawrence factory and the FuelCell Echo with TripleCell is assembled in the USA.The 990 Sport and FuelCell Echo featuring Triple Cell will be available onhttp://shop.newbal.co/TripleCell990Sport and select global retailers.