The Internet age has produced any number of unforeseen, cultural aftereffects, but a particular favorite for commentators, columnists, pundits and the like to opine on is the existence of the “cultural” or “filter” bubble.  Essentially, it’s the idea that between self-selection and algorithmic search results and content feeds determined by the user’s previous activity, that people are capable of totally cloistering themselves away from any viewpoints that they do not already agree with.  Like any theoretical concept, the actual, real world severity is open for debate, but there’s no question that modern technology certainly makes it easier for anyone who chooses life inside the bubble.

Typically, discussions of the cultural bubble are centered on politics, where its effects are most keenly felt in the real world, but the bubble phenomenon doesn’t necessarily have to apply to something so high stakes. The cultural bubble is capable of being purely cultural.

The world of sneakers and streetwear, in particular, is an apt example of how the ability to be completely immersed in a particular culture can create a skewed perspective of the outside world. While subcultures of all stripes have always had their own rules, both codified and understood, that could run contrary to received, mainstream mores, there was always an understanding that it was still a specialized interest; the majority of people that a person would cross paths with would not in fact “get it.” Interactions with the “normal” world served as stark reminders that the rules of any particular subculture are kind of like Tinkerbell; they only work if you choose to believe in them.

As a subculture that exploded into mainstream consciousness over a comparatively compressed period of time, transforming from a street level entity with pronounced regional differences into a global, largely internet-based juggernaut, sneaker culture has proven to be particularly susceptible to the bubble effect.

How many release shoes are made for an audience assumed to own the maximum amount of shoes that their present resources allow them to? The notion of a shoe made from lux materials that can’t be worn in certain conditions, or a shoe with an outlandish colorway or outré design that would be difficult to pair with a lot of ordinary outfits depends on them being part of a large collection. They don’t need to fulfill many, or for that matter any, conditions of daily usefulness, because they won’t be worn regularly.

It’s deceptively easy to forget that there is a massive number of consumers who are fully aware of sneakers’ fashion applications, and who have an appreciation for good design, that also have no interaction with sneaker culture. Somebody who, by choice, may only own two or three pairs of sneakers, at most, at a time, and wear them until they need to be physically replaced, would have little or no use for a sneaker that is, essentially, an objet d’art. When a shoe is going to be consistently on-foot, the most important factors are comfort, reliability, and durability.

If you were to build a shoe from the ground up to fulfill these conditions, you would end up with the New Balance 997, a shoe that transcends artificially imposed boundaries.  As a high performance running shoe, the 997 logged countless miles on the feet of actual runners. The everyday comfort of all that technology, combined with the gimmick free refinement of New Balance’s design made them a favorite across the style spectrum, from the fashion conscious sportswear end to the weekend dad end, and the devoted following the 997 maintained after it was discontinued made the shoe into a bona fide legend.

Of course, it’s been nearly thirty years since the 997 debuted, and twenty-five since it was discontinued as a running silhouette. In performance technology years, that’s practically an eternity. As the 997 is introduced to a wider, modern audience, its success won’t hinge on how many miles it logs, but it will hinge on capturing the same spirit that inspired countless runners to lace up and head out every day, no matter what.

You’re familiar with the sneakerhead stock comedy character, guy who puts plastic bags on his shoes in the rain? This shoe is the exact opposite. This is a shoe for wearing every day, for taking outside, for doing actual stuff in. Wear it in the rain; get dirt on it. A sleek update of the classic 997 silhouette, the 997S features a mesh upper outfitted with leather and distressed suede overlays, signature, New Balance dual ABZORB and ENCAP cushioning, a dimple embossed neoprene bootie construction, X-Pac laminate heel counter and wavy mudguard design inspired by the 660, the 997S isn’t made for just sitting around.

The New Balance x Bodega 997S will make its way to the public with the same versatility:

Bodega x New Balance 997s "No Days Off" will be available through in-store raffle at both our Boston and Los Angeles locations. The in-store raffles start Tuesday (4/2) and ends Friday (4/5). The in-store raffle will start at 11am EST and close at 5PM EST. Due to an overwhelming demand, the first come, first served online release of the New Balance x Bodega 997s will not take place as scheduled on Saturday, April 6th. In order to ensure that the maximum number of people are given equal opportunity to purchase the 997s, online quantities will now be released via raffle. Raffle entries can be submitted from FRIDAY 4/5 at 11am EST to MONDAY 4/8 at 5pm EST. Winners will be contacted directly on Tuesday, April 9th.