It's finally here!
New Balance fans, the wait is over. The Boston-based brand has unveiled a fresh addition to its iconic 990 series, marking the first new release in four years. Returning for its seventh round, the latest drop stars Rosalía in its “Dad’s Back” campaign, celebrating the sneaker’s influence across generations, music and fashion.
A silhouette that hardly needs a introduction, the 990v7 is made with pigskin suede, breathable mesh and leather accents, while its softer FuelCell midsole is designed to deliver a more cushioned feel. New support features also help improve stability without changing the look of the classic runner.
Chris Davis, New Balance Brand President and Chief Marketing Officer said:
“The epitome of quality and craftsmanship, the 990v7 has been thoughtfully evolved, updated, and reimagined for today’s consumer. Born from running, the 990 has grown far beyond its original purpose, earning the admiration of marathoners, fashionistas, and comfort enthusiasts around the globe. That universal appeal, grounded in authenticity, utility, and enduring quality, is what continues to make the 990 unlike anything else in our industry. That versatile excellence of the 990v7 continues to make it beloved by supermodels in London and dads in Ohio alike.”
Here’s a lil’ 990 history for you. Before becoming a sneaker fave, the OG model made its debut in 1982 after three years of development. It also arrived with a pretty hefty $100 price tag, making it one of the most expensive running kicks of its time. New Balance wasn’t shy about it either, launching with the slogan, “On a scale from 1-1000, this shoe is a 990.”
You can cop the New Balance 990v7 now on the New Balance website and select retailers.
PHOTO CREDIT: Courtesy of New Balance
