Dad shoes are back! The New Balance 990 was the ultimate and most recognisable sneaker to own in the 1980s. Today, New Balance is reimagining the sneaker by introducing the 990v7 while staying true to its silhouette, design and quality with a global campaign featuring brand ambassadors ROSALÍA, Josh Allen, Cooper Flagg, and IU.
all image courtesy of NEW BALANCE
The legacy of the New Balance 990 continues by being guided by a design philosophy they call "memories from the future” that focuses on familiarity and innovation. It’s the balance of creating something while still keeping the legacy of the sneaker by making subtle changes to details, proportions, and construction, while maintaining the signature design.
The 990v7 is crafted in the USA made from pigskin suede, breathable mesh, refined leather accents and synthetic suede sway bars. The updates include, the underfoot with a softer version of FuellCell midsole, enhanced cushioning and a new TPU midfoot shank that provides stability and guidance.
The star studded campaign with ROSALÍA, IU, Josh Allen and more, represents the influence and evolution of the 990 franchise between the section of fashion, music, sport and entertainment celebrating the ultimate impact the sneaker has had on our culture for the last 40 years.
I guess the chunky dad shoes won’t ever go out of style after all!
The New Balance Made in USA 990v7 is now available online and at selected global retailers.
