New Balance Gives a Glimpse Into the Making of the Abzorb 2000 in New Campaign

New Balance is offering a glimpse into the design process of the Abzorb 2000 sneaker in its latest campaign.

The video, which features a voiceover from New Balance design manager Charlotte Lee, showcases how the model was brought to life, from pulling archival inspiration to using new methods and technology to create the final product.

For the video, Lee aimed to fully capture her vision of something “wholly new.” To do so, she approached the design process digitally, learning a new way of working with VR programming instead of traditional pencil and paper.

New Balance added that the campaign “allows a peak at Lee’s world and the controlled chaos that went into the design process.” The Abzorb 2000 is seen in the video between both old and new sneaker models. 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 shared, “but this is where we look to the next generation. And this is Abzorb 2000.”

Several of the Boston-based athletic company’s most popular lifestyle sneaker models, from reissued running-inspired classics like the 1906R and 530 to the novel 1906 Loafer, have featured a distinctive Abzorb sole unit.

For the next evolutionary stage of Abzorb, Lee turned to Y2K aesthetics and her personal memories of 2000s fashion. The experimental design features a full-length combination of Abzorb cushioning and Abzorb SBS pods for a functional and visual statement.

The New Balance Abzorb 2000 sneaker, which retails for $170, will be released in a Silver Metallic/Faded Black colorway next month on NewBalance.com and at select retailers. A follow-up Limelight/Dry Lime colorway launches in April.