Who And Why: Creator of New Balance cool
Years Of Influence: 1997-present

New Balance is a fairly traditional company, but they have this really unique angle on their position in sneaker culture and one of the most instrumental people in NB that maintained relevancy with young people and the sneakerheads was Tetsuya. He was able to do the classic NB silhouettes that were really coveted by sneakerheads versus styles that were geared towards marathon and performance runners. He was really pushing the envelope in a company that was really traditional at the time.