New Balance goes back to the iconic 990

After celebrating the colour that has marked its history, New Balance returns once again to explore and highlight its vast archive, starting with a silhouette that has left an indelible mark on the global sneaker culture. The MADE 990 Version Series collection is in fact an unprecedented return to the now-retired versions of the 990, the iconic shoe of the American brand that has become the symbol of that normcore and minimal aesthetic. 

To retrace and celebrate this important milestone, New Balance will release unreleased versions of the 990 during the year. The celebrations kick off in July with the 990v1 model, a silhouette designed for running, which has been able to combine performance, design, comfort and style like no one else. From 1982 to today, the aesthetics and quality of New Balance sneakers have remained unmatched.

Each archival model will feature a ruby red tag on the tongue and an engraving on the insole with the original version and year of creation. The sole, the insole and the dust bag will also be enriched by the image of the clock tower present in the New Balance factory in Lawrence, Massachusetts.

The New Balance 990v1 part of the Version Series will be available from July 9, 2021. In addition to the models with ruby details, New Balance will relaunch the 990v2 and 990v3 in black, grey and navy.