As the official footwear partner for Show Op de Ring, New Balance plays an essential role in shaping the runway. With its EMEA headquarters based in Amsterdam, the brand is closely connected to the city, not just through business, but through a broader commitment to its cultural and creative landscape. For this special edition show, all participating talents were invited to incorporate New Balance footwear into their looks. We spoke to the team behind the collaboration about their support for emerging designers, the importance of creative freedom, and what it means to be part of a fashion moment rooted in both heritage and innovation.
What drew New Balance to sponsor the Op de Ring runway show?
New Balance has roots in Amsterdam — our EMEA office is based here — so we have a responsibility to also give back to the city. We do that through charities and volunteer work but it also means showing up for the cultural and creative moments that shape the city. Amsterdam’s creative community is a huge part of what makes it special. Supporting emerging designers is one way we can help nurture that, and make sure we’re contributing.
What does it mean for New Balance to be part of a fashion moment that celebrates both innovation and the city of Amsterdam?
It’s a great alignment for us. New Balance was founded in 1906 so we know what it means to have heritage, but we’re constantly innovating, evolving, and pushing forward. Being part of a moment like the Op de Ring runway show, which is both a tribute to Amsterdam’s creative past and a look toward its future makes sense.
How did New Balance work with the designers and talents to select or adapt the shoes for their looks?
We took a backseat and that’s exactly how we wanted it. The designers were in the driver’s seat, and we simply provided product. We trust creative talent to do what they do best, and our role was to support them with product that could be styled, reinterpreted, or even left untouched, depending on their vision.
Were there any customisations or specific models chosen to reflect each designer’s unique style or story?
The selections were entirely designer-led. Each of them had access to a curated range of silhouettes from New Balance, and they made choices that aligned with their own aesthetic, storytelling, and identity.
What excites you most about the new generation of designers and their approach to storytelling, sustainability, and identity?
What’s exciting is that this generation isn’t separating those themes — they’re integrating them. Storytelling isn’t just aesthetic anymore; it’s purpose-driven.
