Where to Buy: Rich Paul x New Balance 2010 "Plum Brown"

Rich Paul might not spend much time in the spotlight, but when he does, he's likely making a statement. The Klutch Sports-frontman was seated court-side during last night's Los Angeles Lakers matchup against the Dallas Mavericks (the same game in which #77 unveiled the Jordan Luka 4). The renowned sports agent had an unreleased pair of the New Balance 2010 on-feet.

The @NBAKicks account on X shared photos of the LeBron James associate rocking the impending New Balance design. While there's no visual indication on the pair's first-look that confirms this is another collaboration between Paul and the Massachusetts-based company, Sole Retriever has come across behind-the-scenes information that verifies the style as part of the duo's partnership. (By comparison, the Rich Paul x New Balance 550 'Forever Yours' that launched in July 2023 featured a number of nods to the businessman.)

The pair worn at last night's Lakers game features a number of the New Balance 990 series' premium details clad in a soft shade of pink. Inner lining and vis-tech pieces underfoot deviate in a wine-reminiscent maroon. Suede panels around the heel resemble some of the construction found on the Joe Freshgoods "Aged Well" 992 project that serves as another demonstration of the company's attention to craftsmanship. A set of velvety pink laces rounds out the modern offering from the century-old company, an element that signals Paul's collaborative touch.

Paul is also set to release two New Balance 2010 styles sometime by December—"Plum Brown" and "Dark Vintage Rose."

The Rich Paul x New Balance 2010 "Plum Brown" is set to hit NewBalance.com on December 18, 2025 for $180. E-commerce shots of the "Plum Brown" pair are available ahead—courtesy of Level Shoes and New Balance.

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