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05 Jun 2022

NEW BALANCE X TIAGO LEMOS : THE NEW TIAGO NM1010

NEW BALANCE X TIAGO LEMOS : THE NEW TIAGO NM1010

 

Tiago Lemos Pro Signature Skateboarding Shoe, the NB1010 from New Balance Numeric 11

The public journey of Tiago Lemos Soares has lasted almost a decade but it feels terse and ubiquitous. There are moments in skateboarding where someone’s entire presence answers a psychic need and this is precisely why he’s become “Tiago.” It’s hiking up the jeans, it’s skating like a 20 Shot Sequence/Trilogy disciple but without kitsch, coupled with video game pop. But why? What translated to skateboarding as a whole that made Tiago Lemos such a beloved staple and his footage a new benchmark in skating?

Numeric Tiago Lemos 1010 - Black/White

Having a name first that feels exotic to most outside of South America. For historical context, in the 1980s, few skaters were able to snap and level out ollies often because the vert-centric decks lacked a proper upturned nose. In fact, turning your front two bolts so the nut and excess threads faced up became a thing—one that destroyed your shoes—so that you had the means to facilitate your ollies. One of the exceptions to this was Natas Kaupus, whose surf-inspired, painterly approach to street skating grabbed immediate attention but it was his pop that became almost a unit of measure. Kids across the globe would look at things and think, “I bet Natas could ollie that.” Now any ledge over waist height is, “Something Tiago could switch back tail, easily.” 

Tiago Lemos Pro Signature Skateboarding Shoe, the NB1010 from New Balance Numeric 2

With a nod to Guy Mariano’s Axion shoe colorway in its key model, the NM1010 delivers on its promise of a performance-driven, ‘90s hip-hop inspired skate shoe but what does that really mean? Unless a shoe released in the skate-sphere is marketed as a chiller, performance is endemic to a skate shoe but in the incase of the NM1010, it’s less about touting how the shoe works but why and wiring the look and demands to Tiago’s spirit.

In speaking with him about the debut model, there was an obvious through-line to his approach to shoe design and the footage he logs in it: rhythm.

“At first I didn’t understand what they were saying so the beats were getting me hyped,” he says of the 1010’s ‘90s hip-hop homage. “The music’s flow kept me going, after a while the lyrics too, it’s more street related.” Have you ever been to a bar or event in New York City and Shook Ones, Pt. II comes on? It’s like a fucking time machine that puts everyone into a ‘90s hypnosis for four minutes but as Tiago implies, that feeling is less about nostalgia and more about the moment. When asked if he had an actual time travel device, he describes his dream session as, “New York, in the 90s with Keenan (Milton), Gino (Iannucci), Javier Nunez, Wilton Souza, Rodrigo Petersen, William Truta, Wes Kremer.”

Numeric Tiago Lemos 1010 - Black/White

With the vibe of the 1010 checked, Tiago praised the shoe’s primary designer for not only executing his vision but teaching him a lot in the process. NB#’s Lead Designer, Jeff Mikut broke down the detailed process.

“The '90s is more of a vibe than a literal translation,”

Mikut says. “We didn’t want to create a shoe 1-to-1 from the '90s, but wanted to be inspired by that era of skateboard footwear and NB’s footwear of that time. It’s important to look into Tiago’s influences and what inspires him as a skateboarder. Performance is a key focus in every skate shoe in the line, essentially making it a standard for Numeric. In the case of the 1010, we are introducing NB’s latest FUELCELL compound that is utilized across running and basketball products. It’s a high-rebound foam that provides a sort-of lively underfoot feel with incredible results/responses from both the lab and Tiago himself. Beyond the aesthetic change of a flat vulcanized shoe to a more sporty athletic silhouette, there are a lot of gains in trying out the 1010. A basic vulc usually has a very thin upper, moderate insole support and tends to lose structure after a few sessions. With the 1010, Tiago wanted to create something that could truly last – a shoe that essentially got better over time. I think that you will feel more protected in every direction and be hyped to discover a shoe that doesn’t lose its shape or performance benefits over its lifespan. Maybe you’ll be able to SSBSTS too? No promises.”

Tiago Lemos Pro Signature Skateboarding Shoe, the NB1010 from New Balance Numeric 4

Mikut and Tiago’s meticulous approach creates a full-360 degree fit, not only in a dynamic shoe but Tiago’s actual aesthetic. I joked that the last thing you’d want to do after designing something so intense is cover it with denim and as a Baggy pants Icon®, this had to be a concern. “Baggy enough to be comfortable but not to hide my shoes,” Tiago says laughing. “Usually 38” fits good.” Apparently humbly entertaining fit nerdery is another one of his talents.

With the 1010 on the shelves and a perpetual task of one-upping himself on camera, Tiago remains fixated on skating—street skating—not because contests are canceled indefinitely, because it’s how he’s wired, regardless of any outside incentives. He mentions that he’s blessed to be a professional skateboarder and he’s still in pursuit of a career-defining part.

“I don’t do anything for money,” he says. “I do it because I love it. Money is just a consequence. I quit the Brazilian Olympic team last year to focus on the streets, have fun, and travel the world with my friends—that’s what’s gonna make me happy not a medal. The money was good but the love for the streets talks louder.”

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