Source: NEW BALANCE ATHELTE ZACH LAVINE REVEALS NEW FRESH FOAM BB V2
New Balance has champions on their roster of basketball athletes. Kawhi is a champion. Murray with the Nuggets is a champion. Zach Lavine is a Slam Dunk champion, but none of their athletes trigger an emotional connection with hoopers or consumers. The endorsements often feel like sponsorship for the sake of vs sponsorship for the dopeness of. Those lines read like hating… Honestly, it’s an important thing to consider for New Balance who has only been in the basketball game, after a long hiatus, for about 5 years. The brand has created some of the most compelling products on the market for the sport, but none of the kicks generated FOMO or sales beyond limited, hard to find drops.
This can be chalked up to New Balance understanding that hoop shoes are no longer the catalysts for sneaker culture they once were. New Balance is having more success with their 550s and 990s so most of the energy is squarely where it should be, in lifestyle. This is changing with the introduction of the latest Fresh Foam Basketball V2. The design team understood the assignment in crafting something which translates both on and off the court all because of one material change.
Suede. Nike currently has around 100 different styles available in hoops. Hardly any of those models features hairy suede. They are all synthetic construction except the LeBron 21 which features suede on some models, but also rings up at $200 dollars. The new FF BBV2 hits the register in the sweet spot of $130 for a suede basketball design that looks like an homage to the classic basketball era.
New Balance’s rise in sneaker culture has happened due to a combination of collaborations and exclusivity, but when asked why New Balance is gaining ground in sneaker culture, I always respond, materials. Those old school dad shoe runners all feature some combination of rough, hairy suede. While this material is really cheaper than premium leather, the perception of sneaker culture and people in general is that suede is an elevated material.
This may sound like a knock, but it isn’t. When you move down the roster of classic retro footwear from the best-selling basketball brand in the game, Jordan Brand. All of the models have one thing in common, suede and leather. Jordan Brand relies less on classic construction in their new designs which leads to a more technical sneaker. As materials for sustainability become more important, it’s understandable that vegan options and synthetic sneakers will become the standard, but right now in a category that is slowing down and is more seasonal it’s the small things which could help a sneaker break through and generate more revenue for a brand. This V2 could be that model for New Balance.