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New Balance 990
Other collections
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NEW BALANCE 990: THE DAD SHOE PAR EXCELLENCE
NEW BALANCE 990, THE HISTORY OF THIS PAIR OF SNEAKERS
It all starts in 1982, a time when New Balance establishes itself as the number 1 brand in the world of running shoes and acquires the identity we know today, notably thanks to the appearance on its shoes of the emblematic side “N” logo designed by Terry Heckler. It is in that context that the Boston brand unveils the New Balance 990, the first shoe from the brand to be sold at a price of $100 (the equivalent of $273 in 2022). It stands out for the exceptional quality of its materials and its neutral grey colour code, which departs from the trainers of competitors who were offering models with fluorescent and neon touches. Then came the creation of the 99X range, with the appearance of legendary models such as the New Balance 991 and the New Balance 992 of 2006, popularised by Steve Jobs, the founder of Apple, who was very fond of the model and wore it during his emblematic Keynotes.
NEW BALANCE 990: A RETRO TRAINER MAKING A STRONG COMEBACK
Over the years the range has refined its support and cushioning technologies, such as the ABZORB foam and the ENCAP sole, which appeared with the New Balance 990v2 of 1998. In 2016, the brand unveiled its New Balance 990v4, which arrived right in the middle of the dad shoe trend. That movement, set in motion by Kanye West and his Yeezy Boost 700 Wave Runner , reworks shoes designed for sport and generally worn by fathers at the weekend, like the Nike Air Monarch and the 99X. New Balance then played with the trend and went for an advertising campaign encouraging the versatility and accessibility of its model, presenting it as: “Worn by models in London and dads in Ohio”. Real hype built up around the retro running models of the 90s and 2000s, and it would even go on to win over luxury houses such as Balenciaga with its emblematic Triple S. Today the movement is still current, as with the very popular New Balance 2002R , which has been revisited through many collaborations with Salehe Bembury or Yue Wu and his magnificent Protection Pack.
NEW VERSIONS: NEW BALANCE 990 V3, V4 AND V5
Still in constant technological innovation, the 99X range renews itself today through the prism of special editions in collaboration with several emblematic names of sneaker culture. Joe Freshgoods, designer and creative director of the label Don't Be Mad, gave us in 2021 his reinterpretation of the New Balance 990 V3 with the special edition Outside Clothes. The emblematic brand Levi's and the concept store Bodega in Boston were able to offer in turn their respective takes on the 990 V3, which helped widen the model's popularity. Released in 2016, the New Balance 990 V4 benefited from strong exposure thanks to the many versions imagined by the label KITH of Ronnie Fieg. In 2021, it was the Canadian creative studio JJJJound , founded by Justin Saunders, that relaunched the model with the Navy edition, ahead of a coming 990 V3 due in the course of 2022. Finally, the New Balance 990 V5 , presented in 2019, was popularised by its collaboration with Aimé Leon Dore, the high-end streetwear brand founded by Teddy Santis , who is now creative director of New Balance and who is behind the great return of the New Balance 550 , originally released in 1989. He has in fact unveiled the next step of the 99X range, the New Balance 990 V6 , in the grey colour blocking emblematic of the Boston brand, due out in the course of 2022. The collection still has fine days ahead of it.
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