New Balance 990v2:

A Disruptive Evolution

It wasn’t until 1998 that New Balance updated the 990, returning with the second iteration of the silhouette. Over the intervening period, the 990 line evolved through the 995 to the 999, yet the 990v2 marked a significant departure from its predecessors. The Boston-based brand redesigned the original, introducing technical innovations and referencing contemporary releases to create a truly unique shoe.

Key Features and Design

• Materials:
  • Upper: The 990v2 features a blend of premium suede and mesh, maintaining the high-quality look and feel of the original while updating its aesthetic.
  • Breathability: The mesh panels ensure breathability, keeping feet cool and comfortable during wear.
• Design Innovations:
  • ABZORB Midsole: This shock-absorbing midsole technology was a game-changer, providing superior cushioning and comfort. The ABZORB midsole helps reduce impact and enhance overall performance, setting the 990v2 apart from earlier versions.
  • Redesigned Silhouette: The 990v2’s overall aesthetic drew inspiration from some of New Balance’s contemporary releases, offering a fresh take on the classic model while retaining its iconic status.

Market Impact

The release of the 990v2 in 1998 was described as "quite disruptive" by Lindie, reflecting a significant shift in New Balance’s strategy. Prior to the v2, models like the 995, 996, 997, 998, and 999 had maintained a similar aesthetic to the original 990. However, the 990v2 broke this trend, repurposing the upper and pairing it with new sole technology.

• Strategic Shift: This bold move highlighted New Balance's willingness to innovate and adapt, keeping the brand at the forefront of athletic footwear design.

Cultural and Market Influence

Over the years, the New Balance 990v2 has remained a favorite among sneaker enthusiasts, bolstered by eye-catching collaborations and a strong cultural presence.

• Collaborations: Notable collaborations, such as Aimé Leon Dore’s Fall/Winter 2019 release, have further elevated the 990v2’s status, bringing it to the attention of a broader audience and infusing it with contemporary style elements.
• Enduring Popularity: The 990v2's blend of classic design and modern technology has kept it relevant and sought after, making it a staple in both athletic and lifestyle footwear collections.

Conclusion

The New Balance 990v2 is a testament to the brand’s innovative spirit and commitment to quality. Its introduction of ABZORB technology and redesigned aesthetic marked a significant evolution in the 990 series, setting new standards for comfort and performance. Today, the 990v2 continues to be celebrated for its timeless design and cultural impact, securing its place as a beloved model in the New Balance lineup.

There have been some recent releases of the New Balance 990v2! Here are a few notable ones:

• New Balance 990v2 Made in USA by Teddy Santis Brown Purple (Released February 23, 2023)
• New Balance 990v2 Made in USA by Teddy Santis Pink Purple (Released January 12, 2023)
• New Balance 990v2 Salehe Bembury Sand Be The Time (Released December 22, 2022)
• New Balance 990v2 Made in USA White Blue (Released November 23, 2022)
• New Balance 990v2 Made in USA Cream Blue (Released November 23, 2022)

These releases continue to keep the 990v2 fresh and relevant, often featuring collaborations with popular designers and brands.