Released in 2011, the trail running shoes New Balance "610" are making a hot trend comeback in urban wear. With trail-style shoes flourishing on the streets, the iconic "610" from the same brand is getting renewed attention. We spoke with Shigeyuki Kunii, the creative director of mita sneakers and a key figure in the sneaker scene, about how the "610" was born and why it is being reappreciated now.
The "610" Developed for Outdoor Activities
New Balance models like "2002," "1906," and "860" are loved across generations, but the model to watch now is the "610." This model debuted in 2011 as an entry-level trail running shoe and has seen recent collaborations with the likes of Comme des Garçons Homme and Joe Freshgoods. Kunii shares the history of this model.
"The '610' was used not only for trail running but also for light hiking, walking, and other outdoor activities. The 'MT610' was the base model. By adding high-tech materials and reinventing it for town use, we have approached both fashion enthusiasts and sneakerheads with the 'ML610DE/DG,'" Kunii explains.
The rugged sole is a major feature. Originally a training shoe, it has been adapted to suit outdoor activities in response to the recent focus on off-road running. Kunii notes, "What's notable is not just the color variations but also the changes in design—from transforming it into a slip-on model to using TPU material for protective parts and bonding them seamlessly."
Kunii says the approach characteristic of "New Balance" has solidified the popularity of the "610."
Expert Approach Characteristic of "New Balance" Enhances Its Popularity
Observing the current sneaker market, trail running releases like "Salomon" are booming. Kunii explains why the "610" is currently popular: "Certainly, the influence of collaboration models with various brands and the 'gorp core' trend exists, but the '610' does not just ride those coattails. Because 'New Balance' values the '610' model so deeply, their sophisticated marketing approach stands out.
"Viewing recent activities of 'New Balance,' they don't just expand color variations but also tweak model variations and the manufacturing method of the upper part to make models like the '610' become staples. This approach is similar to what cemented the popularity of the '2002' among younger generations.
"Amidst a market crowded with products capitalizing on the popularity of archive items, 'New Balance' makes contemporary updates, intending for consumers to appreciate them in specific situations. This intent is clearly communicated through their design, materials, and color schemes.
"Post-pandemic, there's been a shift towards comfort in clothing and footwear. The '610,' with its abundant variety, fits seamlessly into diverse styles, showcasing its strong versatility."
This is the unique marketing approach of "New Balance," which cherishes each product number while reading the trends of the times.
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