Founded back in 1906, Boston-based footwear brand New Balance has since provided some of the sneaker industry’s most loved models – including the iconic 990 series. Kickstarting the range in 1982, the 990v1 was advertised as the label’s first premium running shoe and was originally exclusively made in the USA. Since the ‘80s, the OG 990 has received many modern updates, adapting the retro trainer to meet the demands of the modern market.
The second installment in the 990 lineup was released in 1998 and was the first New Balance trainer to showcase the brand’s ABZORB technology. Labeled a strategy-changing update of the first 990 model, the 990v2 was packed with unique style appeal which made it a successful silhouette which stood out within the oversaturated field of footwear that was apparent at the time of its release.
After a 14 year pause, the 3rd update of the 990 was unveiled in 2012 to commemorate the 30th anniversary of the 990’s initial release. The celebratory 990v3 saw the retro model get a midsole refresh and also showed the natural progression of the sneaker’s structure as it was welcomed into the 2000s for the first time since its inception. Providing the base for many exciting collaborations with big names like JJJJound and Joe Freshgoods, the popular 990v3 introduced the silhouette into the lifestyle sneaker bracket and actively steered away from its runner roots.
Jumping forward to 2016, the fourth version of the 990 arrived at the perfect time to slot into the ‘dad shoe’ trend. Offering updated chunky aesthetics, premium aesthetics and more intricate overlays, the 990v4 came at a time where consumers were craving a change where trainers were concerned following on from the tight sock-style sneaker craze. Shortly after in 2019, the 990v5 simply reworked the model’s structure while also adding reflective touches and ENCAP technology to the pair.
Most recently reworked in 2022, the 990v6 saw esteemed designer Teddy Santis have a go at updating the now-iconic New Balance 990. Sporting the same chunky shape as its predecessors, the 990v6 is set apart from the rest by its more modern branding and subtle futuristic flair.
A firm favourite among avid New Balance fans, the legendary 990 range not only comes with an abundance of style, but also offers a rich history of thought-out updates. With the evolution of the 990 series showing no signs of slowing down, the demand for all-new iterations is at an all-time high as it remains to be one of the most sought-after silhouettes from the brand.