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Zero to a hundred, not that quick.

From a not so popular basketball model in 1989 to one of the most popular lifestyle sneakers of 2021. It can occur. The New Balance 550 (formerly known as the P550) is becoming a staple sneaker but unfortunately a lot of people missed out because of the high demand and low stock. Great news for those that missed out: they’re back and you get another shot at copping a pair!



Although New Balance is known for their wide range of (vintage) runners, the New Balance 550 was originally designed to grace the basketball court. Nowadays the 550 is one of New Balance’s most sought after lifestyle sneakers, and we get why! Its classic low top basketball design and super clean colorways just scream versatility: jeans, joggers, dresses, shorts, trousers, skirts. Whatever you throw at it, it works.

The P550 first saw the light of day in 1989. It was made for the basketball court but was quickly outshined by already established competitors and New Balance’s own focus to running models. It was Teddy Santis and his Aimé Leon Dore brand that revived the 550 and created hype around this once lost classic. The new 550 didn’t came easy though: it started with Teddy Santis’ curiosity about an old photo of the P550 which led to an old Japanese New Balance catalogue and even an Instagram hashtag hunt. Teddy Santis’ hard work finally paid off when he found a collector that still had a pair from 1989, he bought the pair and used it to reinvent the New Balance 550.

The updated version of the P550 has an upper made from leatherl, features a mesh lining and a rubber sole. We have three colorways coming in:  Varsity Orange (Syracuse), University Blue and Varsity Gold. To show our community some love we decided to drop the New Balance 550 in-store first. On Wednesday the 26th of January we will release all colorways through our Amsterdam (10:00) and Antwerp (10:30) stores. First come, first served, one pair per colorway and only in your own size!

Please keep in mind that all local Covid-19 regulations will apply so keep you distance and wear a face mask when you enter the store. If there’s a line follow the instructions of our staff and take our neighbors in consideration.


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