New Balance 990

In 1982 Terry Heckler decided to incorporate for the first time the giant N on the sides of the shoes and it was with the New Balance 990. 

They were the first shoes to break the $100 barrier, being the most expensive of their time among their competitors. Their price was not the only thing that stood out, 4 years of research and design resulted in a disruptive shoe with a sleek grey and high quality materials, with an almost handcrafted process that stood out at a time when white or bright colours so typical of running shoes dominated the market. New Balance described them as "stability, cushioning and flexibility" in one shoe.

New Balance has always been a higher priced shoe than its competitors, but this is reflected in the quality and comfort of the product. In 2020, New Balance's rise was remarkable and it has become one of the must-have brands for streetwear lovers and sneakerheads. Numerous celebrities have signed up for the New Balance 990, such as Steve Jobs, the founder of Apple, Kaia Gerber and Hailey Bieber.

Over the years, the New Balance 990 has been reinvented and new variations of this silhouette have been created, such as the 990X, 990v3, 990v4 and 990v5, 990v6 or the 990 Made in USA. 

Some of the most famous collaborations of this silhouette are; New Balance 990 x Bodega, New Balance 990v3 x Joe Freshgoods or New Balance 990v3 x Levi's.