New Balance Numeric
When New Balance Numeric (NB#) officially launched in 2013, it raised eyebrows. A heritage athletic brand—famous for its running shoes, dad-core style, and proudly “Made in USA” ethos—was entering skateboarding? It was a bold move. But instead of riding in on hype or riding the coattails of a legacy, New Balance made the decision to earn their place the hard way: by building a team of real skaters, making performance-driven skate shoes with actual technology, and giving back to the culture they were stepping into.
The Numeric line didn’t materialize overnight. New Balance linked up with Black Box Distribution, the San Diego-based company founded by Jamie Thomas (Zero Skateboards, Fallen Footwear), to handle initial distribution and lend some much-needed credibility. From there, New Balance brought on Seb Palmer, a respected industry veteran, and Levi Maestro to help lead the creative direction. Their goal wasn’t just to sell shoes—it was to make technically sound skate footwear that skaters would actually want to wear.
The first wave of NB# skate shoes—models like the Stratford 479, Brighton 344, and Logan 637—focused on blending New Balance’s classic silhouettes with reinforced materials, low-profile vulc soles, and skate-minded tweaks like internal hidden toe caps and full-length EVA midsoles. While it took a moment to catch on, people began to notice the build quality, comfort, and subtle aesthetic differences compared to other brands on the wall.
What really helped NB# take off, though, was the original team. The lineup included:
Arto Saari – The Finnish legend, known for his iconic part in Flip’s Sorry, gave NB# instant credibility.
Tom Karangelov – One of the most interesting and stylish skaters of his generation, Karangelov brought a modern, architectural eye to the team.
Levi Brown – A smooth, technical skater with deep roots in the Arizona scene and former éS rider.
Jordan Taylor – Southern California's finest, bringing quirky creativity and undeniable board control.
PJ Ladd – The Boston legend and one of the most technically gifted skaters ever, whose name alone turned heads. PJ’s endorsement gave NB# a massive shot of legitimacy.
Early edits like A Place in the Sun (2013) and Data Transmission (2014) showcased a team that didn't just ride for a paycheck—they were shaping a new lane for what a “skate shoe brand” could look like.
As the years went on, New Balance Numeric stepped further out of the shadow of skepticism and into the respect of the core skate community. They brought in Frankie Villani, Jake Hayes, and Tiago Lemos, all of whom added serious horsepower to the team. Tiago in particular became the face of the brand—a powerhouse with style for miles, pushing a new era of tech-meets-power skating. His 1010 pro model turned heads for being one of the most advanced skate shoes on the market, featuring FuelCell foam midsoles, FantomFit construction, and reinforced toe caps. It was a perfect example of NB’s sports tech crossing over into real skateboarding needs.
Other standout pros—Jamie Foy, Jack Curtin, Tre Williams, Andrew Reynolds (yes, the Boss himself briefly joined the team in 2021 before leaving in 2023), and Marquise Henry—all helped shape the direction of the brand with footage-heavy parts, international coverage, and a grounded team-first approach.
In terms of product, NB#’s lineup now includes a wide range of models: from vulcanized team favorites like the 272, to tech-forward cupsoles like the 808 and 1010. The brand has taken inspiration from its archives (think NB 574s and 440s) and adapted those into highly skateable silhouettes. It also hasn’t shied away from keeping things clean and functional—less concerned with gimmicks, more focused on longevity, comfort, and boardfeel.
Today, New Balance Numeric stands not as an outsider in the skate shoe world, but as a respected force that’s earned its stripes. Its growth has been consistent and deliberate—not blowing out the brand with hype drops, but instead focusing on team integrity, clean designs, and shoes that last longer than a few flicks. They've sponsored events, backed core shops, and quietly built one of the most respected squads in modern skateboarding.
New Balance Numeric didn’t just show up to the party—they helped remodel the house.
