New Balance NB997H Launch: Event Recap

We teamed up with NEW BALANCE and SNEAKER FREAKER to celebrate the legacy of a footwear icon…

Last week saw New Balance gear up to the Virgin Money London Marathon with the launch of a quintessential London pop-up pub called The Runaway. Designed to be a hub for runners in training for the 26.2-mile long run, the pop-up space will host a matter of events until the race in April, but to complete its opening week in style, the brand hosted a launch of their all-new silhouette, the NEW BALANCE NB997H. Enlisting the help of Sneaker Freaker and The Drop Date, the launch explored both the rich history and future of their revered silhouette, the NEW BALANCE 997. First released at the turn of the ‘90s as part of the infamous 99X Series, the original model plays a huge influence on the 997H, using its original foundations to create something entirely new.

Both floors of The Runaway were commandeered, with the ground level hosting a social space with complimentary tacos from Bad Sports on tap, with the basement area serving as a visual timeline of the 997. Key moments from the silhouette’s history were brought to life by an extensive installation featuring rare archive pairs sourced from collectors across the globe, flanked by exclusive imagery from the Sneaker Freaker’s dedicated book celebrating the model.

The evening got underway with a panel talk hosted by Morgan Weekes of Sneaker Freaker, who was joined by New Balance designer (and collector) Samuel Pearce and New Balance Gallery founder Thomas Lindie. The trio discussed the 997 in more detail, sharing personal experiences with the shoe, as well as the modernisation of its shape as it nears three decades in circulation. After wrapping up the chat, attendees were free to browse the display whilst DJ AAA and RBC manned the decks; providing a heavyweight soundtrack to the carefully curated 997 footwear exhibit, snaking from a beautifully presented OG from 1990 provided by 998 Hunter to various collaborations and updates from its 29-year lifespan; including Sneaker Freaker’s very own “Tassie Tiger”, reworks such as the NEW BALANCE 997S, and a rare glimpse of the NEW BALANCE REVERSE 997.5 – which married an 998 upper with a 997 sole.

With both the Sneaker Freaker 997 book and display giving an in-depth visual guide to the model’s history, the display culminated in a showcase of the brand new 997, and of course, a good old fashioned knees up. Check the video and images from the launch night below and get set for the new model releasing in early February.

The NEW BALANCE NB997H is due to release on SATURDAY 2 FEBRUARY: watch this space for the full release details. In the meantime, shop the full 997 collection at NEW BALANCE by clicking the banner below.

 

Included in the display:

NEW BALANCE M997 OG (1990)
NEW BALANCE ‘REVERSE’ 997.5 (1990s)
NEW BALANCE x NONNATIVE CM997 ‘DUNE’ (2012)
NEW BALANCE M997GY (2014)
NEW BALANCE X CONCEPTS M997CPT ‘ROSÉ’ (2014)
NEW BALANCE X SNEAKER FREAKER ML997HSF ‘TASSIE TIGER’ (2016)
NEW BALANCE X KITH 997.5 ‘ARCHIPELAGO’ (2016)
NEW BALANCE X UNITED ARROWS & SONS X KITH 997S (2018)

A massive thanks to the collectors who helped to make this exhibition possible.