NEW BALANCE 990: THE QUINTESSENTIAL DAD SNEAKER
NEW BALANCE 990: THE STORY BEHIND THIS ICONIC SHOE
The journey began in 1982 when New Balance emerged as a leading brand in the world of running shoes and adopted its recognizable identity, thanks to the introduction of the iconic "N" logo on the side of the shoe, designed by Terry Heckler. In this context, the Boston-based manufacturer introduced the New Balance 990, the first shoe from the brand to be priced at $100 (equivalent to $273 in 2022). It distinguished itself with the exceptional quality of its materials and its neutral grey color scheme, which contrasted with competitors' sneakers featuring neon and fluorescent accents. This led to the creation of the 99X series, which included legendary models like the New Balance 991 and the New Balance 992, popularized by Apple founder Steve Jobs, who frequently wore the model during his iconic keynotes.
NEW BALANCE 990: A RETRO SNEAKER MAKING A COMEBACK
Over the years, the series has improved in support and cushioning technologies, such as the ABZORB foam and ENCAP sole, which debuted with the New Balance 990v2 in 1998. In 2016, the brand unveiled its New Balance 990v4, which arrived during the height of the dad-shoe trend. This movement, initiated by Kanye West and his Yeezy Boost 700 Wave Runner, brought back sporty shoes typically worn by fathers on weekends, like the Nike Air Monarch and the 99X series. New Balance embraced the trend, launching an ad campaign highlighting the versatility and accessibility of its model, stating it's "Worn by models in London and dads in Ohio." The retro running shoe styles of the '90s/2000s gained immense popularity, even attracting luxury brands like Balenciaga with its iconic Triple S. Today, the movement remains relevant, as seen with the highly popular New Balance 2002R, which has been reimagined through multiple collaborations with Salehe Bembury and Yue Wu, as well as the stunning Protection Pack.
NEW VERSIONS: NEW BALANCE 990 V3, V4, AND V5
Continually innovating technologically, the 99X series now evolves through special editions in collaboration with various notable entities in sneaker culture. In 2021, Joe Freshgoods, designer and creative director of the Don't Be Mad label, offered his reinterpretation of the New Balance 990 V3 with the special edition Outside Clothes. Iconic brands like Levi's and the Bodega Boston concept store presented their unique interpretations of the 990 V3, boosting the model's popularity. Launched in 2016, the New Balance 990 V4 received significant exposure, thanks to numerous versions imagined by Ronnie Fieg's KITH label. In 2021, the Canadian creative studio JJJJound, founded by Justin Saunders, revived the model with the Navy edition and teased an upcoming 990 V3 for 2022. The New Balance 990 V5, introduced in 2019, gained popularity through its collaboration with Aimé Leon Dore, a high-end streetwear brand founded by Teddy Santis, now New Balance's creative director and responsible for the revival of the New Balance 550, originally released in 1989. Santis also unveiled the next installment in the 99X series, the New Balance 990 V6, featuring the brand's signature grey color-blocking and set to release in 2022. The collection's journey is far from over!
