We recently caught up with Diego of foot District in Spain to talk New Balance. Read on as Diego breaks down the sneaker game in Spain, his experiences with New Balance and which silo is selling off the shelves at foot District. (All photos provided by foot District)
How do you feel about the currently state of the sneaker game in Spain?
The sneaker game in Spain is having a strong momentum. The sneaker scene in the UK or Germany has been getting a lot of attention for years. This has started to be the case in Spain in recent years. There are many reasons behind this shift. I would argue that the main one is the greater intersection between performance and lifestyle in the sneaker-making.
What do you feel is the most important part of a New Balance shoe? Why?
Two parts come to my mind. One is the iconic logo on the sides. This is due to my marketing background. I love how certain logos are part of our memories and the NB has got that for sure. The other one is more related to the features of the actual shoe: the sole. Why? I am a huge fan of design but I also value comfort. I think New Balance has got to a point where it actually excels in both and that is not easy.
What makes New Balance memorable? Why?
New Balance has over 100 years of history on its back and a glorious past and present. What makes New Balance a memorable brand is its respect for its roots. They made their first shoe on the US and they are still there. Then they started to make shoes in the UK and they are still there too. The support that they show for these communities and how they have made this part of their values represents a unique and truthful brand story.
Why is it important to carry New Balance at your store?
First of all, it’s a brand that we love and our customers love. New Balance is one of the most important brands in the current sneaker scene in Spain so we give them the deserved attention in our store, magazine, and social networks.
Do you see a trend in New Balance bought in your region?
The New Balance 420 was a huge success for the brand in past years. Nowadays the customers are into the New balance 996. I love what New Balance is doing with this model specially for women. The colourways are awesome. In terms of the New Balance Made in US, I would highlight the sales of the New Balance 1300 x Cone Mills. The mixture of suede and denim is amazing and our customers loved that. Hopefully, we will see more of these in the coming seasons.
How do you feel about the amount of New Balance released in the last year or so?
To be honest, I think the NB AW 2015 is better than the SS 2015 in terms of colourways, variety and new designs. The Woven Pack and the Neon Pack are clear examples on how a brand doesn’t stop coming up with new ideas and can adapt a classic, like the NB 574, to new customer needs in terms of materials and performance.
What is the best selling at your store?
For men, the New Balance 574 and for women the New Balance 996 and New Balance 410.
How long have you carried NB at your store?
We have carried New Balance from day 1 so we feel a special bond to it.
What do you take into account when choosing a New Balance shoe for your store?
We look at different things. First of all, we look at the colourway and materials. In short, would we personally wear the shoe?. Then we consider if the model is in its momentum. This would be the case of the New Balance 996. For the Made in UK and Made in US, we look at the story behind the shoe. For instance, we thought that the American Authors Pack was a great idea because it connects to our childhood and the books that marked us when were little.
What do you see New Balance doing differently that other brands?
The deep values of the company. You see how these values have inspired them for years and they are still loyal to that. This is reflected in the level of craftmanship put in every shoe. Every time we receive a pair of Made in US or Made in UK we know that from the box to the sole, every detail is important and we respect that.
What ways are you using social media to push your store?
We push our store from many angles. We love to build content around the brands that represent the sneaker scene. An example of this passion is this infographic that we have made around New Balance and the logic behind each model. We explain why they use numbers instead of names and so on. On our social networks, we feature the state of the sneaker scene and our products from many angles. Our social networks are a great way to interact with sneaker fans like us.
Can we expect any new collaborations with New Balance and your store?
We are relatively new on the Sneaker scene. Although we have physical stores in Spain, foot District is an online store born on the internet. We strive to have the needed influence on the Sneaker community to start to have collabs with New Balance.
Any last thoughts or comments on New Balance you want to leave with us?
It has been a pleasure to chat with you about the current state of our beloved New Balance. Also, let me mark how great it is to have a website fully dedicated to the NB community ran by sneaker fans. You are a great resource for the fans.