LOVE YOU 1000: AN ODE TO NEW BALANCE’S GREATEST MODEL
Before you all lose your minds over the fact that I’ve called the 1000 New Balance’s greatest model, let me just caveat this by saying it’s an ode to New Balance’s greatest model... of late! I mean, it’s pretty tough to pick a favourite from the Boston-based brand (try saying that ten times fast) and be prepared to die on the hill of your opinions. But I truly believe the 1000 is my favourite release of the last ten years or so and is set for a bright future as its popularity grows and the collabs keep rolling in.
Let’s rewind to 1999, where Nike had just been on a bit of a run (pun absolutely intended) with a few models you might have heard of — starting with the Air Max 1, followed by the 90, 95, and 97. Over the course of about ten years, Nike practically led and redefined what a running-inspired trainer could be, both on the track and in sneaker culture. It all kicked off with Tinker Hatfield and the Air Max 1 in ’87 — a year close to my heart, as it also happens to be the year I was born — famously inspired by the exposed architecture of the Pompidou Centre in Paris and considered a pure performance runner at the time.
New Balance 1000 (1999 Release)
The Air Max 90, originally called the Air Max III, followed just a few years later, offering a sleeker, more aggressive update with sharper lines and that instantly recognisable infrared pop. It didn’t just perform — it looked fast, and by the early ‘90s it was already an everyday fashion staple, far beyond its intended running roots. Then came Sergio Lozano’s Air Max 95, which broke all the rules with a gradient upper inspired by human anatomy — and which has recently caused chaos with the re-release of the OG Neon colourway here in 2025. The Air Max 97, designed by Christian Tresser, took cues from the speed and slickness of Japan’s bullet trains, introducing a full-length visible Air unit for the first time. It was futuristic, it was flex-worthy, and it cemented Nike’s reputation for innovation — especially here in the UK, where trainers like the 90, 95 and 97 became an essential part of the cultural uniform. (The 95s even picked up the nickname “110s” because of their £110 price tag — those were the days.)
Fast forward to 1999, and New Balance responds with the release of the 1000 — their own take on the flowing, aerodynamic silhouettes first seen in the 95 and 97. But, for lack of a better word... it didn’t hit. Now don’t get me wrong, the design was super fit for purpose, but the timing just wasn’t quite right. This was best put by SNKRDUNK Magazine, who described the 1999 release as “too edgy for the dads but not fashion-forward enough for the trendsetting contemporaries of the time.” I honestly couldn’t have put it better myself. The result? The 1000 was caught in a weird purgatory space — just too bold for the New Balance fanbase of the time, but not quite flashy enough to stand out in the competitive landscape of late '90s trainers.
That being said, the OG colourway still gives me serious Wu-Tang vibes, and I’m dying to see a re-release of this once the 30-year anniversary hits in a few years. Or... you know, now... whatever works for the New Balance guys.
Another part of the New Balance 1000’s problem was that New Balance, as a brand, wasn’t great at creating desire in the way Nike could
Their marketing was functional. Their storytelling was muted. Their appeal was based on trust, not trend.
When Nike wanted you to want a shoe, they wrapped it in emotion — in championship wins, in speed records, in rebellion. New Balance didn’t play that game very well. A 1000 might have been more technically advanced than a TN or a Presto, but nobody cared. It didn’t have the story.
Back in 1999, New Balance wasn’t exactly seen as a universally “cool” brand, nor were they trying to be! The brand knew its lane — running — and really stuck to it, offering products with solid technology for the time. But by this point, the sneaker world was shifting. The late '90s and early '00s were driven by Nike, adidas, and Puma (and Reebok to some degree) who were successfully pushing running-inspired models into lifestyle spaces. They leaned heavily into storytelling, solid general releases, limited editions, and collaborations with designers and celebrities.
While Nike capitalised on cultural movements with models like the Presto (1999), Shox (2000), and Specter (2001) and innovations like NikeID, other brands like adidas and Puma were doing their own thing. Models like the Mostro (1999) and rereleases of the Superstar and Taekwondo (2000) tapped into the sneakerhead obsession with limited-supply and exclusivity-driven releases. New Balance, on the other hand, was still focused primarily on performance, and without the storytelling element that made other brands stand out, the 1000 just didn’t capture the attention of the late-90s/early-00s crowd.
Had the world still been obsessed with running performance at the time, the 1000 might’ve had a better shot. But pop culture was shifting — late-90s/early-00s style was all about bold, polarising, attention-grabbing designs, and Nike dominated this era by capitalising on these shifts in consumer demand.
26 Years Of Change
A lot has happened since 1999 — too much to fit into a single article, but let’s cover some of the key moments. As mentioned earlier, the early 2000s saw sneakers evolve into lifestyle staples, with models like the Nike Presto and Shox leading the charge. Then in 2002, Nike launched SB, an entirely new division focused on skateboarding, proving they could not only create innovative silhouettes but also tap into different subcultures via entirely new brands. Oh, and they also purchased Converse in 2003.
adidas made moves around this time too, introducing ClimaCool technology and releasing several iconic football boots — like the F50. They sold Salomon in 2005, purchased Reebok in 2006, and launched two key collaborations with Yohji Yamamoto and Stella McCartney — both of whom still work with the Three Stripes today.
Around the mid-2000s, Nike did something I personally found quite odd — though perhaps fitting for the time. They shifted focus away from polarising, bold designs and doubled down on performance. This era saw the introduction of technologies like Nike+, Zoom Air (rebranded from the earlier Tensile Air), Lunarlon, Flywire, Free Run, and Flyknit. While Nike was innovating behind the scenes, only a handful of lifestyle releases truly stood out: the Pigeon Dunk, What The Dunk (both SB releases), the MAG, the brief but unforgettable Roshe era, and of course, the Air Yeezy collaborations with Kanye West that culminated in the Red October release in 2014.
That same year marked a huge shift in the sneaker game, largely driven by the very same collaborator — this time through a different brand. Kanye West left Nike and launched his YEEZY line with adidas. Despite differing opinions on the man himself, it’s unequivocal that this partnership redefined the sneaker landscape, ushering in the era of 'Hype,' which arguably lasted until quite recently, when we began to see resale channels start to soften.
It was also around this time, in 2014, that New Balance began making bigger waves among lifestyle consumers. Of course, I knew the brand, but I distinctly remember my first real encounter with them — a colleague at the time wore a pair of navy blue 574s to the office and boldly co-signed their elite-level comfort, a statement that has stuck with me ever since. The very next year, I was lucky enough to be part of the team that helped launch New Balance Football (previously known as Warrior) globally. It was at this moment that I was exposed to the brand’s history and immense archive of models — which of course included the 1000.
New Balance remained fairly static during the peak hype years, mostly focusing on a few key lifestyle models (574, 997, 998, etc.). And while collaborations had happened prior (Concepts in 2011, Ronnie Fieg in 2013, J.Crew in 2014, to name a few), everything changed in 2019 when the brand teamed up with Teddy Santis and his flourishing New York label, Aimé Leon Dore. The ALD x New Balance 997 set off a chain reaction of hype around the brand, followed by numerous collaborations on the 99X Made in USA series, the 827, and then the 550 — the latter being very well received and saw the Steven Smith-designed model truly explode in popularity, thanks in part to the resurgence of basketball-inspired sneakers.
POST-COVID TO TODAY
By the time the world emerged from lockdowns, the sneaker landscape had shifted. Comfort was king, and consumers started paying even closer attention to brands that offered real quality and authenticity. New Balance was perfectly positioned for this new mindset, continuing to grow its reputation through a combination of smart collaborations, solid general releases, and an unapologetic focus on craftsmanship.
Teddy Santis, having been appointed Creative Director of the Made in USA line, played a pivotal role in defining the brand’s new era. His first collection of colourways — rooted in classic American sportswear tones and premium materials — was met with widespread praise. But even as Santis worked his magic on silhouettes like the 990v3 and 993, he, along with the wider New Balance team, clearly saw an opportunity to dig deeper into the archives.
New Balance x Dave - 1000 Launch
Enter: the New Balance 1000…the performance runner was built around a bold, technical aesthetic that looked almost futuristic at the time, but in today’s world — where late-90s and Y2K nostalgia is running high — the 1000 feels not only timely, but actually ahead of the curve. Its aggressive lines, distinctive paneling, and chunky sole unit all tap into modern tastes without feeling forced or overly engineered for hype.
But what’s particularly interesting is how New Balance reintroduced the model. Instead of kicking things off with an ultra-hyped collaboration, they entrusted the debut to UK rapper Dave, who helped drive large degrees of interest in the metallic silver pair throughout a multi-channel campaign. This approach felt natural and organic, immediately connecting the 1000 to culture in a real way rather than relying purely on marketing spin. The silver pair sold out almost instantly, proving there was an appetite not just for collaborations, but for the model itself.
From there, the 1000 quickly gained momentum. Collaborations with Aimé Leon Dore, Joe Freshgoods, and BEAMS followed, each offering their own spin on the silhouette — ranging from muted, luxe takes to bold, playful reinterpretations. Every drop seemed to sell out faster than the last, but what really stands out is how New Balance treated the general releases.
Rather than using collaborations to mask a weaker product, the general release colourways were given just as much care and thought. Solid design choices, interesting material plays, and sometimes even polarising palettes made the general releases feel every bit as desirable as the collabs — a rare feat in today’s sneaker market.
And while hype might have pulled people towards the 1000 initially, it’s the shoe’s actual on-foot experience that has kept them around. The 1000 is incredibly comfortable, blending late-90s cushioning tech with modern updates to the foam and fit. To someone like me, who is edging closer to 40 and feels every creak and crack when getting out of bed in the morning, that matters. A lot.
Then there’s the price point: £150. In a market where collaborations and high-end general releases often push well past the £200 mark, getting a sneaker that’s this well-designed, this comfortable, and this versatile at that price feels almost unheard of.
In a lot of ways, the New Balance 1000 represents everything the brand is doing right in this new era: respecting their heritage, updating their classics without losing what made them special, and offering real value without chasing hype for hype’s sake. It’s a sneaker that feels both nostalgic and futuristic — and that's exactly why we’re out here trying to collect them all like wild.