Rich Paul x New Balance Abzorb 2010 “Unbothered”

New Balance continues its run of refined lifestyle sneakers with one of its most thoughtful collaborations yet. The Rich Paul x New Balance Abzorb 2010 “Unbothered” brings together luxury materials, early-2000s design language, and a mindset-driven concept that fits perfectly with today’s fashion culture.

Rich Paul — founder of Klutch Sports Group and longtime member of LeBron James’ inner circle — returns to New Balance with a project that feels more personal than hype-driven. Instead of loud branding or gimmicks, the “Unbothered” theme focuses on confidence, self-assurance, and moving through life without outside validation.

Top view of Rich Paul x New Balance Abzorb 2010 Unbothered showing Rich Paul and NB 2010 insole branding — Top-down view reveals Rich Paul and NB 2010 branding inside the Abzorb 2010 Unbothered.

A Colorway Built Around the “Unbothered” Mentality

The sneaker arrives in a rich Plum Brown / NB Burgundy palette, giving the Abzorb 2010 a deep wine-toned aesthetic that feels closer to luxury footwear than traditional performance sneakers. The official concept frames “unbothered” as a mindset — where expectations, doubts, and limitations lose their power — and that philosophy translates directly into the design.

The upper blends premium pigskin suede, smooth leather, and breathable diamond mesh, creating a layered texture that feels intentional and elevated. The marbled finish almost resembles crushed grapes, giving the shoe a unique, slightly organic look that stands out in a market flooded with neutral colorways.

Rich Paul x New Balance Abzorb 2010 Unbothered sneakers stacked in studio lifestyle shot — Lifestyle studio shot of the Rich Paul x New Balance Abzorb 2010 Unbothered sneakers.

Performance Roots With Lifestyle Appeal

While the Rich Paul x New Balance Abzorb 2010 leans heavily into lifestyle, it still keeps its performance DNA intact. The model features Abzorb SBS cushioning in both the heel and forefoot, delivering comfort that works just as well for daily wear as it does for long days on your feet.

The silhouette itself is inspired by early-2000s New Balance runners — a design era that’s currently dominating fashion — but updated with modern proportions and cleaner lines. The result is a sneaker that feels nostalgic without looking dated.

Rich Paul x New Balance Abzorb 2010 Unbothered sneakers with collaborative shoebox packaging — The Rich Paul x New Balance Abzorb 2010 Unbothered arrives in custom co-branded packaging.

More Than Just a Sneaker Drop

The collaboration extends beyond footwear. Alongside the Abzorb 2010 “Unbothered,” the collection includes a graphic T-shirt, hoodie, and hat, with prices ranging from $45 to $200. Like the sneaker, the apparel focuses on understated branding and premium feel rather than loud logos.

This approach aligns with Rich Paul’s broader aesthetic: quiet confidence over flash, and substance over trend.

Close-up of Rich Paul x New Balance Abzorb 2010 Unbothered outsole and cushioning — Close-up of the Abzorb SBS cushioning on the Rich Paul collaboration.

Rich Paul and New Balance: A Growing Legacy

Rich Paul’s relationship with New Balance dates back to 2021, when he first collaborated on the iconic New Balance 550. A second 550 colorway followed in 2023, alongside the launch of Klutch Athletics, a training-focused brand developed in partnership with New Balance.

He has also been spotted wearing an unreleased Dark Vintage Rose / Angora version of the Abzorb 2010, hinting that more projects may be in the pipeline.

Side view lineup of Rich Paul x New Balance Abzorb 2010 Unbothered sneakers in Plum Brown — Side profile showcasing the layered suede and mesh upper of the Abzorb 2010.

Release Date and Where to Buy

The Rich Paul x New Balance Abzorb 2010 “Unbothered” releases on December 17 for $180 USD via newbalance.com.
Style Code: U2010RP1

For sneaker culture, this isn’t just another collaboration — it’s a reminder that the most powerful statements in fashion aren’t always the loudest. Sometimes, being truly unbothered is the ultimate flex.