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New Balance 990



NEW BALANCE 990: THE ULTIMATE DAD SHOE

NEW BALANCE 990 THE HISTORY OF THIS PAIR OF SNEAKERS

It all began in 1982, when New Balance became the number one brand in the world of running shoes and acquired the identity we know today, thanks to the appearance of the emblematic"N" logo on the side of the shoe designed by Terry Heckler. It is in this context that the Boston-based manufacturer unveils the New Balance 990, the first shoe of the brand to be marketed at a price of $100(which represents $273 in 2022). It stands out for the exceptional quality of its materials and its neutral grey colour code, which stands out from the competition's trainers, which offer models with neon and fluorescent accents. This was followed by the creation of the 99X range with the appearance of legendary models such as the New Balance 991 and the New Balance 992 which was popularised by Steve Jobs, the founder of Apple, who loved the model and wore it during his iconic Keynotes.

NEW BALANCE 990: A RETRO TRAINER THAT IS MAKING A COMEBACK

Over the years the range is perfected in the technologies of support and cushioning as the foam ABZORB and the sole ENCAPappeared starting at the New Balance 990v2 of 1998. In 2016, the OEM unveiled its New Balance 990v4, which arrived in the midst of the dad-shoe trend. This movement initiated by Kanye West and his Yeezy Boost 700 Wave Runner revisits the shoes designed for sports generally worn by fathers on weekends like the Nike Air Monarch and 99X. New Balance then plays the trend and opted for an advertising campaign that encourages the versatility and accessibility of its model by presenting it as: "Worn by models in London and fathers in Ohio. A real hype was created around the retro running models of the 90's/2000's and even seduced luxury houses like Balenciaga and its emblematic Triple S. Today the movement is still relevant, like the very popular New Balance 2002R which has been revisited in multiple collaborations with Salehe Bembury or Yue Wu and his magnificent Protection Pack.

NEW VERSIONS: NEW BALANCE 990 V3, V4 AND V5

Always in constant technological innovation, the 99X range is now renewed through the prism of special editions in collaboration with several emblematic entities of the sneaker culture. Joe Freshgoodsdesigner and creative director of the label Don't Be Mad, offers us in 2021 his reinterpretation of the New Balance 990 V3 with the special edition Outside Clothes. The iconic brand Levi's and the concept store Bodega Boston were able to offer their respective interpretations of the 990 V3, which helped to increase the model's popularity. Released in 2016, the New Balance 990 V4 was able to benefit from a strong exposure thanks to the multiple versions imagined by the label KITH from Ronnie Fieg. In 2021, the Canadian creative studio JJJJound founded by Justin Saunders, who is relaunching the model with the Navy edition, and which precedes a forthcoming 990 V3 which should arrive during 2022. Finally the New Balance 990 V5presented in 2019 was popularised by its collaboration with Likes Léon Dorea high-end streetwear brand founded by Teddy Santis which 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 Boston-based manufacturer's iconic grey colour-blocking, which is due to be released during the 2022. The collection still has a long way to go!

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