New Balance is ready for a new chapter with the ABZORB 1890 Origin and innovation come together in a timeless sneaker
In this new project by New Balance, heritage and innovation stop being opposites and begin to engage in dialogue. The new ABZORB 1890, a lifestyle silhouette through which the brand continues to explore its archive, transforming it into a contemporary language, is not simply a revival but an exercise in balance: reinterpreting the past without nostalgia while building something that fully belongs to the present.
The ABZORB 1890 emerges as a manifesto for a technology that no longer wants to remain hidden. New Balance cushioning becomes an integral part of the aesthetic narrative, a functional element that supports everyday style rather than existing merely as a technical detail. Officially joining the ABZORB family, the silhouette adopts the sole structure of the iconic 2002, integrating a configuration with SBS ABZORB technology across the full length. The result is a dynamic and highly performance-driven base that preserves the brand’s iconic comfort while maintaining the overall proportions and visual balance of the silhouette.
The upper introduces a completely new rhythm: a wavy no-sew pattern with exposed mesh cut-outs creates a sense of continuous movement, while the reflective teardrops high-frequency welded on the forefoot add an almost futuristic accent. The reference to 2010s running design is evident, yet filtered through a contemporary sensibility. The project also takes on a personal dimension for the brand’s Lead Designer, James Lee, who used to run in the 890v3.
The campaign, shot by photographer Nikolai Ahn, brings the ABZORB 1890 into the urban landscape of Seoul, one of the most influential global capitals from a cultural and creative perspective. Between dynamic architecture and regenerating natural spaces, the city becomes a perfect metaphor for the shoe itself: a constant balance between urban energy and the search for harmony. Set in South Korea, the visual narrative emphasizes the dialogue between technology and environment, showing how performance and lifestyle can coexist without compromise.
