New Balance unveils its “983” campaign with aespa’s WINTER, highlighting a modern reinterpretation of archival running-shoe design.
October/17/2026 15:28
New Balance has unveiled a new campaign, “983,” featuring WINTER of aespa, who is a brand ambassador. “983,” which modernly reinterprets the design of performance running shoes from the 2000s, proposes a new expression of contemporary style through a sculptural silhouette that fuses familiarity and future-oriented elements. WINTER, who is currently continuing to connect with fans around the world through a world tour, continues to establish her own unique style in the fields of music, fashion, and performance. Her attitude of forging her own path and creating empathy with a new generation embodies the spirit of “individuality” and “continuous evolution” that New Balance values. This campaign, with the concept of “A New Dimension,” celebrates a generation that cannot be defined by just one style or identity. Through her one-of-a-kind presence, WINTER expressed the advanced individuality and modern sensibility that “983” possesses. “983” is inspired by various design elements accumulated in New Balance’s archives, and while reflecting the brand’s running heritage and progressive design philosophy, it achieves a balance between familiarity and innovation. By combining the oval form of the ABZORB SBS pods, the wave-like details applied to the outsole and midsole, the classic N logo on the saddle part, and the organic overlay structure, it creates a distinctive visual identity unique to this silhouette. This campaign, in which WINTER’s unwavering presence and the future-oriented design of “983” merge, proposes a new expression of contemporary style. Under the continuing relationship between New Balance and WINTER, it expresses the unique balance of heritage and innovation that symbolizes “983.” “983” is currently on sale at the New Balance official online store, as well as at some New Balance official stores and other retailers. Product information for “983”: model number U983; colors 5DU, 3M7, 5HT. *5HT is sold exclusively at some New Balance official stores, Beauty & Youth, and United Arrows (Beauty & Youth handling stores). Width/size: D 22.5–29.0, 30.0 cm. Price: 22,000 yen (tax included). Related site: New Balance official online store. Product information for “983”: model number U983; colors 5DU, 3M7, 5HT. *5HT is sold exclusively at some New Balance official stores, Beauty & Youth, and United Arrows (Beauty & Youth handling stores). Width/size: D 22.5–29.0, 30.0 cm. Price: 22,000 yen (tax included). Related site: New Balance official online store.
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