Rich Paul’s New Balance “Forever Yours” Collection Launches On July 14th

It’s no secret that the world of sneakers primarily operates as a business, but passion, love, and gratitude exist within the space as well.

Rich Paul, super-agent and frontman of Klutch Athletics, is well-versed in both sides of the sports and sportswear world. Recently, the “Four Horsemen” member shared his New Balance “Forever Yours” collection with the world. The footwear and apparel capsule — headlined by the New Balance 550 — was initially believed to be a love letter to partner Adele, but official details of the collaboration reveal another angle to the love-centric offerings.

“‘Forever Yours’ draws inspiration from the youthful feeling of all-consuming affection, whether it’s for the game, or the one,” shared the brand via a press released shared with Sneaker News. Suede replaces leather for a luxurious update to Steven Smith’s basketball shoe design from 1989. A palette of purple, pink, and navy blue also inject a modern spin to the old school product, creating a love-appropriate style without relying on tired color-blocking and arrangements. Special logos land on the tongue, sockliner, and right heel of the NB 550, while accompanying apparel also don special branding.

Enjoy detailed photos of the collection ahead, and find the items available via newbalance.com on July 14th.

For more sneaker news, check out the New Balance 990v6.