New Balance 990
New Balance 990: the dad-shoe par excellence
New Balance 990 The story of this pair OF SNEAKERS
It all starts in 1982, period when New Balance asserts itself as the number 1 brand in the world of sneakers of running And acquire his identity that we know today in particular thanks to the appearance on these shoes of the iconic logo "NOT"lateral designé by Terry Heckler. It is in this context that the equipment supplier Boston reveals the New Balance 990, first shoe of the brand to be marketed at the price of 100$ (which represents $ 273 in 2022). It stands out for the exceptional quality of its materials and its neutral gray color code which indicates competition sneakers which offered models with fluorescent and neon keys. This follows the creation of the 99x range with the appearance of legendary models such as the New Balance 991 and the New Balance 992 from 2006 who was popularized by Steve Jobs, founder of Apple who loved the model and who wore him during his emblematic Keynotes.
New Balance 990: a basketball RETRO Forceful
Over the years the range is perfected in support and cushioning technologies like foam Abzorb and the sole Encap Appeared from the New Balance 990V2 from 1998. In 2016, the equipment supplier unveiled his New Balance 990V4 which arrives in the middle of the Dad-Shoe trend. This movement established by Kanye West and his Yeezy Boost 700 Wave Runner Revisits shoes designed for sport generally worn by family fathers on weekends like the Nike Air Monarch and 99x. New Balance The trend is then played out and opted for an advertising campaign that encourages the versatility and accessibility of his model by presenting it as: "carried by the models in London and the Fathers of Family in Ohio". A real hype is created around retro models running 90/2000 years and even go so far as to seduce luxury houses like Balenciaga and its emblematic Triple S. Today the movement is still relevant, like the very popular New Balance 2002R which was revisited during multiple collaborations with Salehe Bembury or Yue Wu and her magnificent Protection Pack.
New versions: New Balance 990 V3, V4 and V5
Still in perpetual technological innovation, the 99X range is renewed today via the prism of special editions in collaboration with several emblematic entities of the Sneaker Culture. Joe Freshgoods, designer and creative director of the Label Don't Be Mad, offers us in 2021 his reinterpretation of New Balance 990 V3 with special edition Outside Clothes. The emblematic brand Levi's and the concept store Bodega of Boston were able to offer their respective interpretations of the 990 V3 in turn, which made it possible to increase the popularity of the model. Release in 2016, the New Balance 990 V4 was able to benefit from a strong exhibition thanks to the multiple versions imagined by the label Kith of Ronnie Fieg. In 2021, this is the Canadian creative studio Jjjound Founded by Justin Saunders which relaunches the model with the edition Navy and which precedes a next 990 V3 which should arrive during 2022. Finally the New Balance 990 V5 presented in 2019 was popularized by its collaboration with Like Léon Dore, Mark of streetwear high -end founded by Teddy Santis who is now creative director of New Balance and which is at the origin of the great return of the New Balance 550 Originally released in 1989. The latter also unveiled the next step in the 99x range, the New Balance 990 V6 under the emblematic gray color-blocking of the supplier of Boston running out 2022. The collection still has a bright future ahead of it!
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