Burn Rubber x New Balance 577: Detroit’s Fighting Spirit

Since we launched SN Select, we’ve talked to a wide variety of folks in the industry about the merits of a good concept and how important it can be in raising a shoe’s overall desirability. Nearly everyone has agreed that design is paramount and good product is good product regardless of the backstory, but it also can’t be denied that a compelling inspiration can create an invaluable aura of intrigue around a release. Granted, they’re not all winners and we’ve gotten to a point where it seems like many collab concepts come off forced and contrived, but for every handful of those, there are still some very worthy offerings coming our way where it all comes together in harmony and fits like a glove.

In the case of Burn Rubber’s latest team-up with New Balance, a boxing glove would actually be more specific, as their take on the New Balance 577 model pays tribute to the city of Detroit and its rich boxing heritage. The shop has made a habit of pulling inspiration from their hometown and surroundings on most of their collaborative footwear endeavors and that unbreakable sense of pride has shined through in everything they’ve done. And maybe it’s that organic feel and sincere approach that have made each Burn Rubber project a success, with these influences and themes clearly coming out of a real place of love and not just another gimmicky plot to muster hype.

Burn Rubber once again reps their city and its long and storied boxing roots, more specifically honoring one of Detroit’s most iconic figures, Joe Louis, and the tale of how he got his start in the sport. Legend goes that Joe gave up his violin lessons to begin training at the local boxing gym, but he kept carrying around his gloves in the violin case because his mother would not have been happy about the decision. So to bring their 577 story further to life, Burn Rubber really went the extra mile by having limited edition run of co-branded violin cases made up to replicate what Joe’s might have looked like.

Through a luxurious combination of era-inspired colors and premium materials, Burn Rubber’s NB 577 ably Where to cover both requisite bases by providing a visual accompaniment worthy of its revered source of inspiration. Following a special friends and family launch event being held at the store the night before, the shoe is set to release to the public this Saturday, November 16th at 12am EST at Shop.BurnRubberDetroit.com. Before they hit the shelves, you can get the inside scoop as Rick Williams and Ro Spit of Burn Rubber fill us in on the story behind the shoe, their history with New Balance, and more, so continue on for the full interview and a detailed gallery of images.

SN:  The first Burn Rubber x New Balance shoe was a fat hit and helped bring a lot of attention to the store. What kind of new doors did that open for you guys?

Rick:  It definitely made people take us seriously when we talk about possible projects. With our first project we proved that we were able to successfully execute a special project. We are very hands on from the design of the shoe to the way that it is presented to the consumer. We like to keep as much control of the process as possible. That way if something doesn’t go as well as we would like we don’t have anyone to blame but ourselves. With us, it’s all about accountability.

SN:  What’s Burn Rubber’s general approach to doing footwear collaborations? Do you try to go in with a set concept or does the design just develop as you go?

Ro:  Our general approach to doing footwear collaborations is first and foremost tell a story that represents us and our environment in some sort of way. We want to show the world that Michigan is a force to be reckoned with and we’re not going anywhere. We usually start with a concept or a story that we want to get across and then go from there. After that, everything else just falls into place.

SN:  After doing three different versions of the MT580, what was it about the 577 that got you to switch over to a different silhouette for this project?

Rick:  We just felt that it was time for a change. After three successful MT580’s we felt that it was time for us to give another model a try. We have been fans of the 577 for a while now and we feel like we did this one justice.

SN:  For anyone who may have missed it, what’s the concept behind the shoe?

Ro:  The concept behind the shoe is that it’s a take on the old boxing gloves from the early 1900’s. The pictures from that era were in black & white, so we didn’t really know what colors the gloves were, they appeared to be either Black or Brown. After doing more research, we found that we were correct. Also, gloves then were made out of leather, so we added a premium leather to give it the look that we were going for. We wanted to tell the story of Michigan’s boxing heritage over all, it was so much to chose from, so we chose to go with the story of what is said to be an urban legend of how Joe Louis got started in boxing.

SN:  For the sake of some of our younger readers who may not be as familiar as they should be, can you give us a quick history lesson on why Joe Louis is such an iconic figure in sports history as well as American culture?

Rick:  Joe Louis is probably the most iconic fighter to come out of Michigan. He is widely considered one of the first African American national heroes. He has had some legendary bouts that were not only had an affect on the sport but they affected world history.

The Joe Louis vs Max Schmeling fights came with social and political undertones. It was like the United Stated vs Nazi Germany and in the 1930’s, this was a tough time. Louis’s win of the second fight via a first round knockout provided hope for the people being oppressed by Nazi Germany. That being said, Joe Louis is much more than just an amazing boxer.

SN:  The vintage violin case packaging is an amazing touch and a great tie-in to the backstory. You guys are obviously familiar with footwear design at this point, but how involved were you in creating the special packaging?

Rick:  We were very involved in creating the violin packaging. In the beginning we were going to just refurbish some old violin cases and re-work them to hold shoes. However, it was hard for us to find cases that would fit some of the bigger sizes. We ended up going with a manufactured custom case that featured some design elements that would give off the feel of the case that Joe Louis might have used back when he got his start. We finished the box off with a sublimated image of our branding and a boxing ring to help tie everything together.

SN:  What’s your favorite aspect of doing collaborative projects like this?

Ro:  My favorite aspect of doing projects like this is showing the world that Detroit/Michigan is a special place and it’s not what people in the media make it out to be. Our heritage is rich and our people are proud. We’re not perfect by any means, but just realize, we are a product of our resources, and we produce amazing things with little to nothing to start with.

SN:  The popularity of classic New Balance runners has exploded since the first shoe you did together, and it was definitely one of the major sparks for them. What changes have you noticed since then in the way some of your customers view the brand?

Rick:  A big part of our goal when we did our first project was to help give New Balance gain market share in the metro Detroit area. We have definitely experienced a higher demand for New Balance sneakers since we have started doing projects with the brand.

SN:  Can you give us any hints about other projects that may be in the works from Burn Rubber for down the road?

Ro:   No.

Ha!!! Just kidding, all I can say is, we have some crazy things in store, just get ready. Just when you thought you knew where we were going with something, think again. We’re here to change the game.