New Balance 550 Spring – Summer 2010 Preview

Because white tastes in shoes can change so quickly, it’s not recommended that you ever talk to a white person about shoes. Over the years they have embraced (and eventually disowned) Uggs, Birkenstocks, Earth Shoes, and most recently Crocs. If it’s popular, the chances are that the clock is ticking down to it’s imminent doom. One mention of your affinity for selected footwear could undo all of your hard work.

There is, however, one exception: New Balance running shoes. All white people own a pair! Seriously, next time you are at a casual party where guests are encouraged to take off their shoes take a look by the door at the veritable rainbow of New Balance sneakers.

But why do white people love them so uniformly? It is pretty simple really. A few years ago it came out that Nike (and other manufacturers) were producing their shoes in Asian sweatshops and then selling them for a very high profit margin. White people were outraged, they generally prefer that children in developing nations first finish high school before working in shoe-producing sweatshops. Otherwise they might look foolish when their co-workers are talking about Catcher in the Rye.

This enormous guilt over child labor meant that white people started to stop wearing Nike shoes. Subsequently they were left to find a company that used fair labor practices to make shoes for the sports that they loved most: jogging, hiking, cross-country running, marathons, walking and being seen in retro-sneakers.

With factories in New England (include three in Maine!) and an extensive lineup of shoes that were meant only for running, New Balance was in the ideal position to both produce and distribute a product to the lucrative markets of white people conveniently located in the region. They quickly spread nationally and joined outdoor performance clothes as an essential part of the white uniform.

When you meet a person wearing New Balance shoes it is a good idea to ask them about the marathon for which they are inevitably training. If they say “I’m not training for a marathon,” this is a good opportunity to raise your status by saying “oh, I thought only runners wore those. My running club all wear New Balance except for a few jerks who won’t shut up about Asics. I’m still a bit sore from the 10k run this morning.”

This is an extremely effective move since white people who jog are generally viewed as being better than white people who don’t. Although perhaps it’s more accurately stated that white people who jog feel the need to constantly prove they are better than white people who don’t.

Note: It is considered a legendary white male move to play basketball in a pair of New Balance. Lots of layups.

Hire that Robo man.

There’s got to be room for a discussion of sneakers that goes beyond “Dem kix go HARD. Makes we wanna go shoppin SO BAD!”