New Balance Numeric have carved out a niche for being one of the most reliably technical shoes in skateboarding. And with the addition of Tiago Lemos in 2019, the brand pretty much sealed the deal: Giving this hard-charging Brazilian a shoe would be a no-brainer. Yesterday, NB# uploaded their latest commercial for Lemos’s signature cupsole, the 1010, an advanced 4-digit shoe built for beastly pop (and baggy style). Filmed by Anthony Claravall and Henner Figueiredo, this video demonstrates that the 1010 can definitely absorb Lemos’s impact—which is a gnarly feat for his gnarly feet. Basically, the 1010 is a ten out of ten.
NB# has been a Berrics partner since its inception in 2013. Check out some of our extensive work with the brand, including PJ Ladd’s “Footnotes,” below: