The Revisited NewBalance "M1000" – What Led to Its Revival?

The performance shoe "1000" debuted in 1999. The original model features a chunky silhouette, vibrant color combinations, and streamlined details that evoke youth culture, making it popular in the late 90s running shoe market.
 
Recently, various colorways, including the original, have gained significant attention. To understand how the "M1000" was conceived and why it is re-emerging today, we spoke with Shigeyuki Kunii, the creative director of mita sneakers, a key figure in the sneaker scene.

The "M1000" Embodying the Additive Creation of Its Time

In 1999, as the sneaker bubble of the mid-90s cooled, the landscape was a mix of retro and high-tech models. Amidst this, the "M1000" was born as a performance shoe, making its triumphant return in the 2024 Spring/Summer collection. Kunii explains the context in which the "M1000" was created.
 
"From the mid-90s, decorative and high-tech sneakers gained attention, and this model emerged during that period. In the late 90s, right before the dawn of the 21st century, designers were inclined toward a futuristic aesthetic, often more innovative than what modern people envision, and you can feel that mentality infused in the design.

"Moreover, in the late 90s, there was a tendency to prioritize cushioning as a function, which is ensured by the chunky silhouette. Specifically, the shoe features 'C-CAP' and 'ABZORB' in the sole, along with a 'Stability Web' to enhance stability."

Currently, "New Balance" develops and incorporates cushioning that combines both softness and responsiveness, like "Fresh Foam", which is the mainstream today. However, back then, the prevalent approach to creation was more additive, embedding essential functions like cushioning and stability, which is reflected in the design and silhouette of the "M1000".

The Late 90s—A Cross-Over Era

Within "New Balance," the running category is broadly categorized into three pillars: the 500 series, 900 series, and 1000 series. However, even though it carries the "1000" designation, the "M1000" does not fit within those categories. This is because the "M1000" is not a lifestyle model, but a performance shoe. Kunii elaborates on its intended use.

"Since the late 90s, 'New Balance' released performance shoes categorized under the '1000 series'. I believe these models were likely used for a diverse range of training. Since the brand did not have a cross-training category, they were positioned as performance shoes.
 
"At that time, while other brands were creating cross-training categories, they often included items like turf training shoes for American football, making the 90s a time of various products converging.

"In running, activities expanded beyond just on-road and off-road, with people also running indoors, and even non-athletes participating in gym training for physical conditioning and health management. The 90s marked the beginning of what we now call cross-training.

"'M1000' may not be seen as a speed-oriented running shoe, especially in terms of design. That's why I consider it more of a cross-training shoe.
 
"In today's evolving landscape, shoes that were originally crafted for performance are often being revived as lifestyle footwear. Occasionally, I come across models from 'New Balance' that reflect categories created in the past, and 'M1000' is exactly one of them. "
 
While some of the models being revived by "New Balance" may seem slightly out of place due to their historical origins, they still fit within current times and trends. It's impossible not to feel a sense of the breadth of "New Balance's" vast archives and their foresight in reading contemporary trends.