With Rich Paul’s New Balance sneakers, hype isn't the point. Sure, the collaborative shoes have all the makings of a hyped sneaker, like crisp takes on New Balance’s shoes of the moment that inevitably sell out fast. But if you ask the sports agent about his NB partnership, he’ll tell you he's creating something much bigger.

Paul is one of the most influential sports agents in the game, with a roster that includes LeBron James and Jalen Hurts. Over the course of his long career, he's learned that success isn't just getting what you want but knowing what you want, both for his clients and himself.

In an interview with Highsnobiety, Paul describes how his work “absolutely” helped in navigating his own creative side hustles.

It's crucial to ensure that he and the people (or brands) he works with are aligned. From there, everything else — including good sneakers — comes naturally. 

“From day one, New Balance and I shared a vision around authenticity and long-term growth. We weren’t chasing hype, we were building something meaningful, something that reflects real values,” says Paul. “Honestly, we just enjoy the process. When the relationship is healthy, the product speaks for itself.”

His first New Balance collaboration, a pair of low-top 550s, wore vintage "faded" hues across their leather upper and arrived alongside a campaign encouraging kids to shoot for the stars. His second 550 collab, a mauve silhouette called “Forever Yours,” was inspired by ambition and love for the game (basketball, specifically). 

If those early partnerships were informed by aspiration, Paul’s New Balance ABZORB 2010 carries a simpler message for those who've attained (or come close to attaining) their dreams: “live unbothered.”

“I’ve worked hard to get to a place where I can move with both confidence and peace, and the palette mirrors that energy,” Paul tells Highsnobiety. “With this ‘Plum Brown’ colorway, I wanted something that felt warm, grounded, and elevated. Something that reflects where I am right now in my life.”

His task was to refine New Balance’s 2010 sneaker, which has already enjoyed stylish spins from Kith and Joe Freshgoods. And, like his previous sold-out 550 sneakers, Paul’s latest New Balance sneaker lands as yet another masterclass in top-tier materials and clean color schemes. Paul describes his 2010 collab as "engineered but still luxurious,” featuring sumptuous layers of velvety leather and suede, emphasized by a tasteful wine-flavored colorway that he says “communicates maturity” with “a subtle softness.”

He technically designed two New Balance 2010s, the other being a lighter purple pair which he confirmed will only release as a Friends and Family exclusive that he was seen wearing back in February. Meanwhile, the “Plum Brown” pairs and accompanying apparel are now available on New Balance’s website. 

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