New Balance’s 2023 redemption arc slightly drew to a standstill as the hype considerably lessened, possibly due to the saturation of its pairs. Among the candidates for the daily rotation, its 550 model is no stranger to the spotlight, posing as a viable option while eluding the “dad core” component of its collection.
From its sneakersphere reemergence in 2020 through a notable collaboration with Aimé Leon Dore, the 1989 model is seeing another resurgence after Taylor Swfit debuted the pair during a Kansas City Chief’s matchup.
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Upon first glance, there’s nothing quite special about the pair of the American singer-songwriter—apart from it closely matching the signature threads of her reported suitor, Travis Kelce, and the hometown Chiefs. The New Balance 550 ‘White Red’ (BB550SE1) received a general release last February 2022, though its surge in demand was due to its classification as a Swift-worn pair (together with the New Balance 1906R ‘GANNI Egret’). Swifties around the world scour the Internet for models worn by their idol.
“According to data from an internal presentation at New Balance that was viewed by Complex, revenue for the 550 on newbalance.com was up 25 percent in the week after Swift wore the shoe; units sold were up 22 percent. Site traffic to the New Balance 550 increased by 30 percent in the week after Swift wore it, and internal searches for the 550 went up by 73 percent. The figures were presented at New Balance under the header “Taylor Swift Impact on 550,” Complex reported.
Locally, New Balance Philippines offers the brand’s signatures, such as the 327, 530, and 550, in stores nationwide. Streetwear-lifestyle nook Commonwealth Philippines and Footlocker Philippines carry the more eccentric and in-demand styles, as Sports Central and Planet Sports cater more to the performance models.
Interested customers may also check out the brand’s official Lazada, Shoppe, and Zalora platforms, as Swift’s 550 GR (general release) silhouette retails locally for ₱7,795.00 (Women’s) and ₱8,495.00 (Men’s) in various colorways.
