New Balance’s latest campaign offers a glimpse into the design process of the ABZORB 2000. Voiced by Design Manager Charlotte Lee, the video showcases how the model was brought to life, from pulling archival inspiration to using new methods and technology to create the final product.
Several of New Balance’s most popular lifestyle models, from reissued, running-inspired classics like the 1906R and 530 to the avant garde 1906 Loafer, have featured a distinctive ABZORB sole unit. For the next evolutionary stage of ABZORB, a fresh perspective on visual tech, Lee turned to Y2K aesthetics and her personal memories of 2000s fashion. To fully capture her vision of something wholly new, she approached the design process digitally, learning a new way of working with VR programming instead of traditional pencil and paper.
The video campaign grants a peak at Lee’s world and the controlled chaos that went into the design process. The ABZORB 2000 is seen between both old and new New Balance models, a nod to its brand DNA. A single sketch on a sticky note cuts to a 3D render of the sole, and Lee showcases the shoe’s visual cues.
“The process of looking back created the foundation of ABZORB,” Lee shares, “but this is where we look to the next generation. And this is ABZORB 2000.”
New Balance continues to innovate with the ABZORB 2000 and introduce exciting colorways. This experimental design features a full-length combination of ABZORB cushioning and ABZORB SBS pods for a functional visual statement. The result – a model rooted in heritage for the modern world.
New colorways of the ABZORB 2000 will be available on NewBalance.com and at select retailers starting February 2026 for a suggested retail price of R3399.
Silver Metallic/Faded Black colorway launches February 2026
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 10,000 associates around the globe, and in 2024 reported worldwide sales of $7.8 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information visit http://newbalance.newsmarket.
