Let's be real, for a long time, if you saw someone rocking New Balance or ASICS, your first thought probably wasn't "fashion icon." More like "just mowed the lawn" or "about to ask if you've seen their reading glasses." But here we are, in the year of our Lord 2025, and these formally dull, decidedly un-hypebeast brands have pulled off a glow-up so dramatic it makes reality TV transformations look like a trip to the dry cleaner. And honestly, it almost makes you think things do mean something... almost.
The New Balance Redemption Arc: More Than Just Grey Suede
Remember when New Balance was the unofficial uniform of suburban dads everywhere? They were comfortable, sure, and "Made in USA" was a badge of honor for a certain crowd. But "cool"? Not so much. In fact, content creator and sneaker aficionado Jacques Slade noted that New Balance was seen as "the dad brand". They even got caught in some political hot water a few years back that really didn't help their image. To say they needed a rebrand was an understatement.
So, what happened? Well, they stopped trying to be just about performance and started letting other people tell their story. New Balance started tapping into streetwear culture and letting collaborators lead the way. We're talking smart partnerships with brands like Aimé Leon Dore and storytellers like Joe Freshgoods. These collabs weren't just slapping a new color on an old shoe; they were about diverse storytelling and showcasing unique perspectives. Joe Freshgoods, for example, brought campaigns that authentically touched on his Chicago upbringing and highlighted the Black experience in ways not typically seen from major companies. It was less about the sneaker and more about using the sneaker as a vehicle for a narrative. Suddenly, those "dad shoes" like the 990v4 were being rocked by the fashion-conscious. Even Nike took notice, apparently worried about losing customers to smaller, independent brands like New Balance. Now, New Balance is focusing on being the "best version of ourselves, not the biggest version of ourselves". Which, if you ask me, is a pretty chill way to approach global domination.
ASICS: From Track to Trendsetter with a Side of Anime
ASICS, bless their hearts, were in a similar boat. Their name, "Anima Sana In Corpore Sano" (A Sound Mind in a Sound Body), pretty much screams "we're serious about athletic performance, not your street cred". For a long time, they were synonymous with high-quality running shoes and that famous GEL cushioning. But fashion statement? Not so much.
Then came the "hard reset". While Nike and Adidas were busy having their own existential crises , ASICS quietly, steadily, started building a new reputation. They leaned into Gen Z trends, which, as it turns out, involve a lot of anime and Y2K fashion. ASICS even dropped a pack inspired by
Naruto and recently announced a BLEACH collaboration. Because nothing says "streetwear" like celebrating a 20th anniversary anime.
Beyond the animated ventures, ASICS also got smart with their collaborations, embracing streetwear culture with partners like Awake NY and KITH. Ronnie Fieg of KITH, in fact, has a long history with ASICS, dating back to his early days selling their shoes. They've even partnered with JJJJound on Gel Kayano 14s, nodding to that beloved early 2000s era. It's almost as if embracing comfort and a slightly retro, unpretentious vibe was exactly what the sneaker world needed. Who knew?
The Takeaway (or Lack Thereof)
So, what's the grand meaning behind all of this? Is it a testament to the power of collaboration? A sign that authenticity, even if it starts with a "dad shoe," eventually wins? Or simply a cosmic joke played by the fashion gods, reminding us that literally anything can become cool if enough influential people decide it is?
Probably all of the above, and none of it. New Balance and ASICS found their moment, cultivated the right relationships, and let their collaborators run wild with the storytelling. It worked. The numbers are up, the hype is real, and people are lining up for shoes that, a decade ago, you might have scoffed at. It just goes to show, sometimes things just happen, and you don't need to overthink why. Just enjoy the ride (and maybe snag a pair of those 550s before they become impossible to find).