Designed intentionally for the miles after.

The New Balance ABZORB 1890 is positioned as the unofficial recovery shoe of the marathon weekend, built not for the race itself but for everything that comes after. In Boston, marathon weekend extends beyond the finish line. It carries into the next morning, into the slower moments, and into the miles you didn’t plan for. 

For this release, the narrative centers around a distinctly Boston experience. The story follows a character waking up after a long night out, only to realize he’s got a long day of much needed recovery ahead of them. 

What unfolds is a journey across the city to get back to his routine - and the perfect shoe to get him through this day is the New Balance ABZORB 1890.

We also highlighted in this campaign that this shoe is inspired by a familiar New Balance model and colorway. Blending the outsole of the original 2002 runner with the updated performance build of the 890v3, the 1890 “Boysenberry” colorway reinterprets familiar design language through a more elevated lens. Inspired by the 890v3’s “Boston Marathon” edition, it leans into deep purple tones, complemented by a flecked midsole and understated bursts of red mesh at the rear, bringing a layered, slightly moodier energy to a classic reference.

The New Balance ABZORB 1890 will be available ahead of global launch at CNCPTS stores and on cncpts.com on Saturday, April 11th at 10am EST. 

CNCPTS will also host a recovery-focused in-store experience at CNCPTS BOS, 18 Newbury Street, on April 11th and April 12th, reinforcing the idea that within this city’s culture, recovery day is just as important as race day.