New Balance Introduces the Made in USA 990v7

Few sneaker franchises have remained relevant across generations like the New Balance 990. First introduced in 1982 after four years of development, the model set a new benchmark for running footwear and became the first running sneaker to retail for more than $100. More than four decades later, the 990 continues to bridge performance, craftmanship and contemporary style. Now, New Balance introduces the Made in USA 990v7, the latest evolution of one of its most recognisable silhouettes.

The challenge with each new iteration has never been simply to change the design, but to understand which elements deserve to stay. From its origins as a premium running shoe to its place in fashion and everyday wardrobes, the 990 has built its reputation on quality and comfort. The seventh version continues that approach, refining the franchise without losing the qualities that made it a classic.

Chris Davis, New Balance Brand President and Chief Marketing Officer, describes the 990v7 as a considered evolution for today’s consumer. He highlights the silhouette’s ability to connect marathon runners, fashion enthusiasts and comfort-focused consumers, with its appeal extending from supermodels in London to dads in Ohio.

Memories from the Future

New Balance describes the 990v7 design philosophy as “memories from the future”, a concept that balances the franchise’s visual identity with a more contemporary interpretation. Subtle changes to the proportions, layering and construction give the sneaker a streamlined appearance while keeping the details that made it immediately recognisable.

Made in the United States, the upper combines premium pigskin suede, breathable mesh and refined leather accents. Synthetic suede sway bars complete the layered construction, adding structure and texture to the 990 profile. New Balance focuses on considered adjustments that bring a fresh perspective to its established design language.

Underfoot, the 990v7 introduces a softer version of the FuelCell midsole first used on the 990v6. The updated cushioning aims to deliver improved comfort and energy return, building on the performance foundations of its predecessor. ENCAP technology, the signature CR device and a new TPU midfoot shank provide additional stability and guidance.

Together, the 990v7 create a more dynamic ride while keeping the balanced feel that defined the 990 franchise. The result reflects New Balance’s continued effort to evolve a performance-led design for a wider audience, without seperating its technical foundations from its everyday appeal.

ROSALÍA, Josh Allen, Cooper Flagg and IU Lead the Campaign

To introduce the 990v7, New Balance brings together four global ambassadors: ROSALIÁ, Josh Allen, Cooper Flagg and IU. Representing music, American football, basketball and entertainment, the campaign reflects the franchise’s reach across different creative and sporting communities.

Their involvement reinforces the 990’s ability to move between worlds without losing its identity. While the silhouette began as a running shoe, its appeal now extends to consumers who value its craftmanship and comfort as much as its athletic heritage. The new campaign continues that story, presenting the 990 as a shared expression of authenticity.