The Rich Paul x New Balance 550 "Forever Yours" is the second collaboration between the sports agent and New Balance on the popular retro basketball sneaker. Rich Paul is the founder of Klutch Sports Group, the agency that represents several high-profile athletes including LeBron James. His first New Balance 550 project was released in 2021 before the pair teamed up to create the “Forever Yours” 550 colorway in 2023.