In 2020, the New Balance 990 is the queen of casual sneakers. The logo with the distinctive and easily recognizable uppercase N is very fashionable among executives when not wearing a suit or among students of engineering, economics, and medicine, who seem to have adopted it as a true footwear uniform. Lately, it has become one of the favorite sneakers among those professionally involved in style. A success that takes us back to 1982 when the series produced by the Boston company was not among the favorites to wear for a casual Friday, but a cult brand among runners.
Why was 1982 so important? That year, the history of New Balance changed forever. On the occasion of the 1982 FIFA World Cup played in Spain, the company presented a new range of shoes, the 990.
The New Balance 990 was the first New Balance sneaker to feature the giant N logo on the sides. The logo was designed by Terry Heckler and the 990 was chosen to launch it with a strategy different from what the company was used to: they were sneakers more expensive than those of its competitors, Nike and adidas.
New Balance 990, the first sneakers to break the hundred-dollar barrier
It was a product created after four years of research and design projects that ultimately gave rise to the 990, the first sneakers sold at a price exceeding $100. An incredible price for a mass-market product, as today adjusted for inflation would equate to a spending of $280. However, the price was not the only groundbreaking aspect. What struck people was the aesthetic of the shoe characterized by the elegant gray color never used until then, as white or a variety of flashy colors dominated the running shoe market at the time.
The advertising campaigns released by New Balance via print media spoke of the desire to “develop the best running shoes the company could produce,” a process that technically began in the spring of 1978. New Balance described it as a shoe capable of combining in one product: “Stability, cushioning, and flexibility.”
The 990 was created with a process different from any other running shoe of that time. It was manufactured with high-quality materials and many of its pieces were assembled in an almost artisanal process. Above all, the 990 paved the way, defining the key values of New Balance sneakers that would come later.
New Balance has always had a higher price than that of the competition, but those who wore them did not regret the money spent and appreciated the quality of workmanship as well as their exceptional durability. In particular, buyers were impressed because after heavy use, these shoes are unlikely to lose shape or get damaged.
This is probably why the king of functionality and minimalism fell in love with these sneakers. Steve Jobs found in the New Balance 990 the perfect complement to his daily uniform: jeans and a black turtleneck sweater.
New Balance 990v2
Since 1982, New Balance has produced new versions of its original 990 sneakers. The second version arrived many years later on the market. This happened in 1998, making slight aesthetic variations, but major improvements in terms of materials and technology.
Three years later, New Balance introduced a new designation to the 990 extending it to the 990X. The first new model, called 991, is characterized by a new midsole concept that enhances the Abzorb cushioning, a typical quality of New Balance running shoes.
New Balance 992
In 2006, on the occasion of its 100th anniversary, New Balance launched the New Balance 992, a model that, in addition to the evolution of the midsole and outsole design, began to use the Abzorb Stability Insock technology.
Two years later, New Balance introduced the 993, the last model to use the 99X denomination. It is a sneaker that combines some characteristics of the 991 and 992 and improves in terms of cushioning. To this day, the 993 remains one of the most popular in the 990 series.
New Balance 990v3, the 30th-anniversary shoes
New Balance 990V3
2012 was a key year for the 990 as they reached their 30th anniversary. An ideal moment chosen by the company to introduce the New Balance 990V3 with added perforated uppers and mesh panels to improve breathability and reduce weight. The rest of the technology and performance from the 990v2 of 1998 remained unchanged.
New Balance 990v4, the sneaker in multiple versions
New Balance 990v4
In 2016 with the debut of the 990v4, the fourth edition of the New Balance 990 arrives. In the new model, the midsole has been redesigned to provide greater comfort to the plant of the foot, but this particular version is known for the different interpretations given by brands like Stussy, DTLR, or YCMC.
New Balance 990v5, the queen of fashion
The latest version of the New Balance 990 is the V5. The world met it in 2019 and within a few months, it became the most sought-after model by fashion lovers. Is it the last great shoe from the brand or an icon that will never go out of style?
It is clear that the correct answer is the second.
The article was originally published on AllinReplica Spain