BOSTON, MA — October 22, 2026 — Few footwear franchises have maintained their relevance across generations quite like the New Balance 990. Since its debut, the silhouette has built upon its legacy as a premium running shoe to become a cultural icon embraced by athletes, creatives, and everyday consumers alike. Today, New Balance introduces the Made in USA 990v7, the latest chapter in a story more than four decades in the making.
The 990 was originally introduced in 1982, after four years of development dedicated to building the best running shoe possible. The finished product quickly established a new standard for quality and performance, becoming the first running shoe to break the $100 barrier. The challenge of evolving one of the most recognizable and influential franchises in footwear has never been deciding what to change; it has been knowing what to preserve. Each version has honored the model’s heritage while balancing refinement and shaping the future of the franchise. With its seventh iteration, the 990 reestablishes its commitment to progress and innovation while remaining true to the impeccable quality and design that defined it from the start.
"The epitome of quality and craftsmanship, the 990v7 has been thoughtfully evolved, updated, and reimagined for today's consumer,” says Chris Davis, New Balance Brand President and Chief Marketing Officer. “Born from running, the 990 has grown far beyond its original purpose, earning the admiration of marathoners, fashionistas, and comfort enthusiasts around the globe. That universal appeal, grounded in authenticity, utility, and enduring quality, is what continues to make the 990 unlike anything else in our industry. That versatile excellence of the 990v7 continues to make it beloved by supermodels in London and dads in Ohio alike."
Guided by a design philosophy that New Balance describes as "memories from the future," the 990v7 balances familiarity and innovation. The silhouette interprets the franchise’s defining features through a modern lens, creating a refined expression that feels both instantly recognizable and distinctly new. Subtle updates to proportion, layering, and construction bring a streamlined look to the classic design while preserving the model’s timeless character. Crafted in the United States, the 990v7 features a premium upper composed of pigskin suede, breathable mesh, refined leather accents and synthetic suede sway bars. Underfoot, a softer version of the FuelCell midsole introduced with the 990v6 delivers enhanced cushioning and energy return, while ENCAP technology, the signature CR device, and a new TPU midfoot shank provide stability and guidance. These updates create a more dynamic ride while maintaining the balanced comfort and style that have long distinguished the 990 experience.
Supporting the launch is a global campaign featuring New Balance ambassadors ROSALÍA, Josh Allen, Cooper Flagg, and IU. Together, they reflect the broad cultural reach of the 990 franchise and the ways it continues to resonate across music, sport, entertainment, and fashion. Their participation underscores the universal appeal of a silhouette and design that has connected people through a shared appreciation for authenticity and self-expression for morethan 40 years.
New Balance
Made in USA 990v7 Sneakers Kool Gray
