With the launch of a new line called NB Inside in fall 2008, New Balance aims to fuse their famous performance technology with a more fashion-forward silhouette.
“This is a completely new style, not an NB retro running style or a fashion-oriented color-up or material spun or a more technical silhouette,” said Joe Casagrande, strategic business unit manager for the division that oversees the new line (quoted in Footwear News article). Initially, the new collection will include two styles that incorporate New Balance’s Abzorb® cushioning foam technology into a fashion sneaker, and will retail for $125 (example shown at left).
“We recognize that the lines between performance, fashion and lifestyle have become very blurred and gray. But that is the gray zone we love to play in,” Casagrande added.