New Balance 990

The New Balance 990 - a timeless classic

New Balance, one of the oldest and most popular sports brands, has not only made a name for itself in professional sports: the New Balance 990 is one of the company's best-selling models. Like the NB 530, the 990 is one of the classic dad-style sneakers that have experienced additional hype in recent years. But there is so much more to these shoes than just a trendy sneaker - because they were designed with the goal of being the best and most innovative running shoe of its time.

It all started with a challenge

In the early 1980s, New Balance head Jim Davis wanted to design the best shoe in the world - and made it a challenge for his design team. Time and money didn't matter, only the goal counted. In 1982, the time had come: as one of the most expensive silhouettes at the time, the New Balance 990 was launched on the market and was an instant success. Professional athletes appreciated the new technologies, which ideally combined stability, comfort and cushioning, just as much as American fathers on Sunday outings with the kids - which probably makes the model the archetype of the dad shoe. Another special feature: the shoe is made in the USA - and still is today. 

At the time, nobody except Jim Davis believed that a sports shoe could be sold at such a high price, but the skeptics were proven wrong. Thanks to the revolutionary technology that provided both flexibility and sufficient support, the 990 was a running shoe in a whole new league. 

To mark the 40th anniversary of the original, the sports giant released the MADE in USA 990 as a tribute to the original from 1982 - with ruby red accents. 

Hyped versions of the classic

The 990 has remained true to itself to this day and is still considered one of the most successful models. The secret behind the hype is the ideal mix of cushioning and design: the timeless look and innovative technology make the shoe a real all-rounder.

Over the years, further releases of the classic have emerged, from the V2 to the New Balance V5. We introduce you to the special features and coolest styles!

From the original to the New Balance V5

The V2 appeared at the end of the nineties in a completely new look: wider, more dynamic, bolder. This version features the suede stripe on the toebox for the first time and an eye-catching midsole with visible ABZORB cushioning. The first version to set new standards in terms of design!

A full 14 years later, the New Balance 990 V3 was dropped and is still considered a pioneer of today's 990 models: the design focus was more on lifestyle than performance, while the familiar technologies ensured a high-quality sports shoe. Perforated mesh provided a slightly more breathable upper and the overall look of the shoe gained more performance. 

The New Balance 990 V4 is visually similar to its predecessor and thus defends the company's values: they want to remain true to themselves, develop high-quality shoes and equip them with the best technologies - no matter what is currently in vogue. The fact that the design is right on trend with dad shoes has given the 990 additional hype.

The New Balance 990 V5 launched in 2019 is the most robust version to date. The supportive midsole ensures perfect support and the Ortholite® insole provides the necessary comfort. The New Balance 990 V5 is currently available in 2 colorways for women and 3 colorways for men. But that's not the end of the 990 series - the V6 will soon be on the market - stay tuned!

Hyped variants

As simple as the 990 is in its classic colors, it is just as versatile in its various colorways. The fresh look of the Kith New Balance, for example, is in blue and pink and inspired by Daytona Beach. An eye-catching version for the summer, similar to the collabos with Joe Freshgoods. The collabo with JJJJJound also produced a very special version: Not only is the upper dark, the shoe also has an all-black sole. This gives it a completely new, minimalist look and makes it stand out. Variants such as the Sea Salt or Marblehead are more subtle, but at least as popular. 

Quality, courage and know-how

The NB 990 has been one of the most popular silhouettes since the 1980s. Professional athletes appreciate it for its innovative technologies, fashionistas love the dad style and sneakerheads love the timeless design and comfort. 

This requires not only know-how, but also a lot of ambition and courage to deliver the best quality at all times without having to follow trends: With this silhouette, New Balance not only continues to set new standards, but also remains true to its values - and we appreciate that.

No more missing news

If you don't want to miss any future releases of the 990 we recommend our Dead Stock app, which you can download for free from the respective app stores. This way, you'll receive all the news directly from us on your smartphone.

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