Its appearance might be deceptively simple, but the NEW BALANCE 990V4 ‘1982’ certainly holds a lot of weight within the world of performance footwear. For thirty years, the 990 has characterised the quality, craftsmanship and performance that New Balance has to offer, establishing itself as a pinnacle piece of footwear design. Join us as we take a closer look at the shoe in our exclusive on-foot shoot…
The 990 set expectations high when it first dropped back in 1982, making waves as the first $100 athletic shoe and debuted as the most technical running design on the market. Beneath the uncomplicated grey pigskin and mesh uppers, the shoe incorporated a motion control device, and the famous ENCAP technology for cushioning. The appeal of the design has never been in question, with the 990 selling well above projections, with millions of pairs sold across the globe. Updated editions of the 990 have kept the shoe relevant to a far-reaching audience, with refreshed versions having launched in 1998, 2012 and 2016.
This latest edition, the 990V4, features the updated styling and technical adjustments that have kept the shoe in the limelight for over three decades. The upper section is rendered in the traditional grey suede and mesh combination, with a navy tongue logo, heel accent and outsole. As a final fanfare and to mark this special release, ‘EST. 1982’ is featured on the foxing. On foot, the 990 remains one of the most comfortable shoes on the market, securing its position as a truly premium experience.
In recognition of the shoe’s success, New Balance will release 1500 pairs of this latest edition, each retailing at the original $100 (£72) price point. These will be available at exclusive pop-up locations in selected cities across the globe on SATURDAY 14 APRIL.
Fans in the UK are invited to a special NEW BALANCE and END. celebration taking place at Ebor Street, London, E1 6AW on SATURDAY 14 APRIL from 5pm – 7pm. The team behind the much-acclaimed New Balance Gallery are curating a special ‘one-day only’ exhibition that promises to be well worth the visit. In the meantime, check out the full New Balance collection at END. by hitting the banner underneath.