The Classic New Balance Sneaker Has Been Staud-ified

Here’s a bright spot for fans of the brand Staud: Designer and 2019 CFDA Fashion Award nominee Sarah Staudinger is launching her very first line of activewear this week. Known for her playful and bold ready-to-wear and Insta-viral accessories, Staudinger is collaborating with New Balance on a collection of track pants, running shorts, leggings, bra tops, jackets, and bags in hot pink, neon yellow, and royal blue. A colorful version of New Balance’s classic 997 sneaker is also in the mix.

“Working with a heritage company that has been around since 1906 felt like a perfect collaboration,” she told Vogue. “Creating enduring pieces for the modern woman” is the Staud ethos. The project also brings together two geographical codes of style. “There is something so quintessentially New England about New Balance,” Staudinger explains. “We hope that we can infuse some of our West Coast, Californian attitude to their lineup.”

Of course, New Balance’s 997s aren’t just running shoes for New England preppies; they’ve been adopted by style tribes around the world. Staudinger recognized that early on, explaining that for her own sports apparel, she wanted to create something that wasn’t limited to the gym. “Functionality and versatility were key, but not at the expense of style,” she says. Her muses for the project included Princess Diana in her gym clothes and Susan Sarandon wearing New Balance sneakers in Cannes circa 1978. The Sarandon pic, says Staudinger, “represents the essence of the collaboration, which is built on ideas of femininity, coolness, and timelessness.”

The collection will be available beginning Thursday on the Staud and New Balance websites. Pricing for the sportswear and bags ranges from $60 to $180, with the shoe marked at $230. The shoes can be pre-ordered but will ship in August.