Many of the most iconic sneakers debuted with an equally iconic marketing campaign that catapulted them into the pop culture consciousness.
One of the most brilliant occurred in 1982 when New Balance debuted the 990, the original running “super shoe.” It was the first sneaker to retail for over $100, which was justified with a suite of supportive performance features that revolutionized the design of running sneakers.
New Balance emphasized the 990’s performance by debuting it in only one color: gray with white highlights. In an era when bright colors dominated athletic sneakers, the Massachusetts shoemaker stood out by going bland and letting the quality of its product speak for itself.
The shoe was a smash hit, and its marketing scheme was so successful that gray has been the brand’s signature color ever since. From Steve Jobs’ iconic 992 to the stereotypical 574 “Dad Shoe,” gray has led the way.
So, it was only a matter of time before New Balance’s latest affordable design, the 471, received a colorless color scheme. And it has finally arrived in the model dubbed “Shipyard with calcium.”
The best part is that the new 471 has an elevated look that aligns more with the Made in USA 99x series than its lightweight predecessors. It has a sturdier upper with hairy suede panels over a woven mesh base, making it an even better bargain.
