The sculptural allure of the new New Balance 983 Introduced in a new campaign featuring Coco Gauff and Aminé
New Balance today unveiled the new 983 model, a lifestyle sneaker that takes a fresh look at the lines and proportions of early 2000s running footwear. This is no mere nostalgic tribute, however, as the new sneaker aims to translate New Balance’s stylistic heritage into an evolved design language that engages with the needs of the contemporary wardrobe without sacrificing the iconic appeal of the designs that have defined the brand’s history.
The silhouette is born from the union of archival silhouettes and formal experimentation that favors sculpted volumes and articulated surfaces. The ABZORB SBS inserts, with their characteristic elliptical geometry, play off the undulations running through the sole and midsole, creating a continuous visual rhythm. The "N" logo and softly curved overlays complete a profile that feels at once sculptural and sleek, sophisticated yet never austere. The result is a shoe that successfully bridges references to the past with an updated vision of the New Balance lifestyle.
To convey this dual nature, the brand has entrusted its global launch campaign to two major ambassadors: tennis champion Coco Gauff and musician Aminé. Both interpret the 983 through distinctly personal and contrasting aesthetics, demonstrating just how well the model adapts to different styles and temperaments. The underlying idea of the campaign is that style is never monolithic, but rather a canvas for individual expression.
"I loved the idea of using style to show the different facets of my personality," said Coco Gauff. The tennis star described working with Aminé as fun, as the two experimented together with different ways of letting the sneaker speak for itself. She also noted her appreciation for pieces that combine fashion-forward character with everyday wearability, and observed how naturally the 983 pairs with any look.