New Balance Officially Begins the Countdown to the 990v7 Release
Over the last few years, New Balance has exploded in popularity thanks in large part to a handful of technical retro running shoes. Yet, the brand has never abandoned its Made in USA program, expanding its 990 series on a much more consistent basis than was the case a decade ago.
Before 2026 ends, it seems the Boston-based institution will introduce the New Balance 990v7 to market.
On Sept. 16, a billboard was spotted in New York City's SoHo neighborhood and shared on social media by a number of accounts. The large advert could've easily gone unnoticed because it mostly consisted of a white-colored backdrop. Dead in the center, however, is a grey-colored New Balance sneaker. A direct callout to "990v7" appears on the billboard's bottom-left corner, dispelling any doubt about what model is on display.
The current New Balance 990v6 launched in November 2022. Prior to that, the 990v5 and 990v4 hit the market in May 2019 and February 2016, respectively. Every style in the 990 series has built upon the legacy laid out by the original New Balance 990 in 1982.
Much about the 990v7 is under wraps as of writing, but the overall aesthetic doesn't seem to deviate too much from the 990v6. It's possible the design team behind the Made in USA offering wanted to further explore what modernized heritage could look like. The model's sportier look should be complemented with some iteration of FuelCell foam, although the brand might've used the same Infinion foam found in the New Balance 1080v15 instead.
Stay tuned for firm NewBalance.com release details, which should surface soon.
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