Style Advice 19.09.2024

Worn Anywhere. The Made In USA 990v6

With the Made in USA 990v6, we see a true icon returning to its performance roots with a comprehensive update. Without compromising its timeless design, it presents a modern look and the technical innovation you can only expect from New Balance.

Photo: New Balance Text: Hugo Carlson

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The original goal was simple: to create the best running shoe on the market. The final product more than delivered. When the 990 model was first released in 1982, it came in an elegant and understated grey colour combination, priced unusually high for the time. For the most dedicated runners and tastemakers of that era, the 990 was a symbol of quality and superior taste. The model’s design has been updated since '82, and more colours have been introduced, but the 990’s aura as a status symbol has never changed. In short, the 990 is the shoe so good that they never stopped making it.

The 990v6 embraces the original principle of the 990 as "the best running shoe on the market," with a series of performance-inspired updates. These include an build that delivers extra energy from heel to toe in a sleek, streamlined design that nods to the shoe's heritage. However, despite the visibly significant design evolution, the biggest advancement has occurred inside the shoe. The addition of the FuelCell midsole cushioning, a technology used in the brand's running shoes, marks the most notable difference from previous 990 versions.

While the shoes today may not be primarily worn on the running track, this evolution makes the model feel as different as it looks. The 990 model is one of the longest-lasting and most distinctive symbols of the brand’s commitment to quality and performance. The fact that New Balance continually develops the model demonstrates their refusal to take its ongoing relevance for granted — the 990’s status as a global icon is truly well-deserved.

Made in USA – "A Commitment To Quality And Craftmanship"

New Balance is unique in its category and sees itself primarily as a manufacturer. Their most valued employees are those who actually produce the product, all the way from their excellent sports lab, where innovation takes place, to those who stitch together leather and rubber in their factories around the world. It all began in 1906 in Boston, Massachusetts, USA, and despite a globalised world, much is still happening there, and the brand continues to invest in expanding the capacity of national production, which is important to the brand's identity.

Today, they continue to set the standard for quality and craftsmanship, and craftsmanship itself is a process that begins before the first stitch. Every step behind a Made in USA product is carefully planned and executed, from the sourcing of raw materials to the skill found in their factories. The final product exemplifies the core principle behind American-made quality.