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Year over year demand has definitely waned for New Balance collaborations, however, in 2024 it is clear that this downward trend may be reversing very soon, with some of the best collaborations in a long time for the brand on the horizon. Yesterday’s release of the Salehe Bembury collaborative 1906R “heat be hot” pack, including the Lava and Magma colorways, marked a definitive inflection point for the brand, with all sizes for both colorways being sold out in under 2 minutes and secondary market prices settling at over 200% of retail price just hours after the release.
Two more 1906R collaborations are in the pipeline to be delivered very shortly, including a newly unveiled Kith collaboration, in an understated and sophisticated cream color palette, alongside a very loud, and highly anticipated Action Bronson collaboration. Both of these pairs will likely follow a very similar trajectory to the Salehe collaboration, with quick sellout times and a very active secondary market – further increasing demand for the brand. We 100% anticipate that more 1906R collaborations will be revealed soon coming off the hype seen so far. Similar to many other brands, New Balance lifestyle (e.g. non performance products / fashion specific products) demand is quite cyclical and oftentimes is driven by 1 popular silhouette, such as the 550 and 9060 which were the last two demand catalysts for the brand.
While collaborations often get all of the limelight, mainline pairs often tell more of the story. As seen in the chart below, following a quick sellout of the Salehe Bembury pair on 1/11, there was a large spike in demand for M1906RA, the highest volume mainline New Balance 1906R SKU. This signals the potential beginnings of what may be a new trending silhouette, as it shows that interest has developed for not only the collaboration but for the sneaker model as a whole. We are certainly excited to see what is in store for the brand as 2024 progresses.
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