The Long-Awaited Latest Model of the 2000 Series! Will New Balance's "2010" Become the New Standard?

Recently, retro models such as "1906" and "2002" from the 1000 and 2000 series from "New Balance" have been attracting attention. Amidst this, a highly anticipated new model "2010" will be launched from the lifestyle collection to create a whirlwind in the sneaker scene. I asked Shigeyuki Kunii from "mita sneakers" about the background of this new release and its features and charm.

Focusing on the Cushioning Feature “ABZORB”

Recently, "New Balance" has been making waves with the revival of retro models. I caught wind of the information that the latest model "2010" will be released from the brand. I inquired with Kunii, who has a close relationship with the brand, about the origins of the "2010." He replied:
 
“The latest model '2010' focuses on the brand's cushioning feature known as 'ABZORB.' It combines the upper design and sole of running shoes from the 2000s, born as a premium and authentic classic model.

"What distinguishes it from models like '1906,' '2002,' and '860' is that '860 v2' is a reissue of the OG (Original), while the '1906' and '2002' were revived using the touring sole from the '860' series.
 
"This '2010,' while incorporating the essence of running shoes that emerged in the 2000s, looks classic but is not a reissue; it has been created as a new model. The major feature, as previously mentioned, is the 'ABZORB' incorporated into the touring sole.
 
"This '2010' employs an evolved technology known as 'ABZORB SBS.' Its cushioning, responsiveness, and durability surpass those of standard 'ABZORB.' The upper design draws inspiration from the '990' model from the 900 series, blending classic elements with modern technology to be restructured in a contemporary fashion with this '2010.'”

While the look may be classic, the functionality has clearly evolved, which is very much in line with what one would expect from "New Balance."

Clever Promotions by "New Balance"

One of the recent promotional strategies by "New Balance" is to launch collaboration models with overseas brands just before releasing new inline models. The same pattern applies here with "2010." I asked Kunii about this.
 
“It is quite common for 'New Balance' to have a collaboration model ready to be released just before the focus model. In the case of '2010,' just before the release of the inline model, a collaboration model with the popular sneaker boutique 'KITH' from New York's Soho was launched.

"While it serves a purpose for generating buzz, there are many choices available for users these days, resulting in a competition to overwrite timelines, making it tricky to distinguish which model is the favored one.
 
"Originally, 'New Balance' tends to release new products not by focusing decoratively on them, but by reconstructing them based on past archives, leading many who are not paying close attention to think, 'Is this another unknown model reissue?' However, by releasing collaboration models, many users will surely wonder 'Which model is the base of this?'

"Collaboration models often feature vibrant colors, but the inline models are fundamentally based on authentic hues. As such, they appeal to users who are specifically targeting these aspects, making this a rather technical promotional strategy. It seems that more users will once again be captivated by the clever marketing tactics of 'New Balance' that have been meticulously calculated to focus on the inline models."

High Quality Exuding Luxury Comparable to Made in America

At the time of the interview, Kunii was already wearing the '2010.' I asked about his first impressions and comfort level.
 
"At first, I thought it was simply an archive model, but upon further inspection, I realized it features a new tooling. However, I sensed a hint of nostalgia in the fine details of the upper and tooling.
 
"Due to the rise of hybrid styles through technology repurposing, there has been an increase in Asian-produced models that rival their American and British counterparts in comfort. Nonetheless, this particular model exudes a sense of luxury that makes it indistinguishable from Asian production, thanks to its overall heaviness and material choices. To put it bluntly, the quality is such that you could easily mistake it for an American-made product without looking at the tag.

"The comfort level has also evolved with the 'ABZORB' technology, providing substantial cushioning that's comfortable, and the upper's breathability is excellent. It closely matches what I had been seeking. I believe this model has a high standard that could easily become the new status symbol, taking over the 900 and 1000 series."
 
When I asked Kunii about future developments, he replied:
 
"In fact, models that allow users to clearly experience the functions of 'ABZORB' in both the upper and outsole unit will be lined up next.
 
"'2010' is a classic approach focusing on 'ABZORB,' but the next model coming out is expected to prominently showcase more technology.

"Moreover, the '2010' being released on May 7 (Wednesday) will come in this one color, but it seems new colors will appear in the future, so I hope everyone looks forward to those as well."
 
Among the classic models, the "2010" stands out with an exceptional sense of luxury. It will undoubtedly become a new classic for "New Balance."