{"title":"New Balance 990","description":"\u003ch2\u003e\u003cspan\u003eNEW BALANCE 990: THE QUINTESSENTIAL DAD SNEAKER\u003c\/span\u003e\u003c\/h2\u003e\n\u003ch3\u003e\u003cspan\u003eNEW BALANCE 990: THE STORY BEHIND THIS ICONIC SHOE\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003eThe journey began in \u003cstrong\u003e1982\u003c\/strong\u003e when \u003cstrong\u003eNew Balance\u003c\/strong\u003e emerged as a leading brand in the world of \u003cstrong\u003erunning shoes\u003c\/strong\u003e and adopted its recognizable identity, thanks to the introduction of the iconic \"\u003cstrong\u003eN\u003c\/strong\u003e\" logo on the side of the shoe, designed by \u003cstrong\u003eTerry Heckler\u003c\/strong\u003e. 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 \u003cstrong\u003eNew Balance 991\u003c\/strong\u003e and the \u003cstrong\u003eNew Balance 992\u003c\/strong\u003e, popularized by Apple founder Steve Jobs, who frequently wore the model during his iconic keynotes.\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003eNEW BALANCE 990: A RETRO SNEAKER MAKING A COMEBACK\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003eOver the years, the series has improved in support and cushioning technologies, such as the \u003cstrong\u003eABZORB\u003c\/strong\u003e foam and \u003cstrong\u003eENCAP\u003c\/strong\u003esole, which debuted with the \u003cstrong\u003eNew Balance 990v2\u003c\/strong\u003e in 1998. In 2016, the brand unveiled its \u003cstrong\u003eNew Balance 990v4\u003c\/strong\u003e, which arrived during the height of the dad-shoe trend. This movement, initiated by \u003cstrong\u003eKanye West\u003c\/strong\u003e and his \u003cstrong\u003eYeezy Boost 700 Wave Runner\u003c\/strong\u003e, 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 \u003cstrong\u003eNew Balance 2002R\u003c\/strong\u003e, which has been reimagined through multiple collaborations with \u003cstrong\u003eSalehe Bembury\u003c\/strong\u003e and Yue Wu, as well as the stunning \u003cstrong\u003eProtection Pack\u003c\/strong\u003e.\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003eNEW VERSIONS: NEW BALANCE 990 V3, V4, AND V5\u003c\/span\u003e\u003c\/h3\u003e\n\u003cdiv class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\"\u003e\n\u003cdiv class=\"text-base gap-4 md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl p-4 md:py-6 flex lg:px-0 m-auto\"\u003e\n\u003cdiv class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\"\u003e\n\u003cdiv class=\"flex flex-grow flex-col gap-3\"\u003e\n\u003cdiv class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap\"\u003e\n\u003cdiv class=\"markdown prose w-full break-words dark:prose-invert light\"\u003e\n\u003cp\u003eContinually innovating technologically, the 99X series now evolves through special editions in collaboration with various notable entities in sneaker culture. In 2021, \u003cstrong\u003eJoe Freshgoods\u003c\/strong\u003e, designer and creative director of the Don't Be Mad label, offered his reinterpretation of the \u003cstrong\u003eNew Balance 990 V3\u003c\/strong\u003e with the special edition \u003cstrong\u003eOutside Clothes\u003c\/strong\u003e. Iconic brands like \u003cstrong\u003eLevi's\u003c\/strong\u003e and the \u003cstrong\u003eBodega\u003c\/strong\u003e Boston concept store presented their unique interpretations of the 990 V3, boosting the model's popularity. Launched in 2016, the \u003cstrong\u003eNew Balance 990 V4\u003c\/strong\u003e received significant exposure, thanks to numerous versions imagined by \u003cstrong\u003eRonnie Fieg\u003c\/strong\u003e's \u003cstrong\u003eKITH\u003c\/strong\u003e label. In 2021, the Canadian creative studio \u003cstrong\u003eJJJJound\u003c\/strong\u003e, founded by Justin Saunders, revived the model with the Navy edition and teased an upcoming 990 V3 for 2022. The \u003cstrong\u003eNew Balance 990 V5\u003c\/strong\u003e, introduced in 2019, gained popularity through its collaboration with Aimé Leon Dore, a high-end streetwear brand founded by \u003cstrong\u003eTeddy Santis\u003c\/strong\u003e, now New Balance's \u003cstrong\u003ecreative director\u003c\/strong\u003e and responsible for the revival of the \u003cstrong\u003eNew Balance 550\u003c\/strong\u003e, originally released in 1989. Santis also unveiled the next installment in the 99X series, the \u003cstrong\u003eNew Balance 990 V6\u003c\/strong\u003e, featuring the brand's signature grey color-blocking and set to release in \u003cstrong\u003e2022\u003c\/strong\u003e. The collection's journey is far from over!\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","products":[{"product_id":"new-balance-990-v4-made-in-usa-joe-freshgoods-outro","title":"New Balance 990 V4 Made In USA Joe Freshgoods Outro","description":"\u003cp\u003eThe New Balance 990 V4 Made In USA Joe Freshgoods Outro is a collaboration with a streetwear designer, featuring a black and white design inspired by 1990s media and art. 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