The First Ever Pair Of New Balances

The story of the $100 New Balances that broke the bank. Hey, it was the 1980s.

1982

The sneaker world witnessed the introduction of a shoe that would set a new standard for quality, comfort, and performance.

The New Balance 990v1, with its understated design and groundbreaking technology, not only transcended its initial purpose as a running shoe but also laid the groundwork for the premium sneaker market.

We’re going to delve into the history, design, and legacy of the 990v1, a shoe that arguably changed the footwear industry forever.

A Bold Move in Footwear History

At a time when the market was dominated by brightly colored athletic shoes, the New Balance 990v1 emerged as a stark contrast.

Its muted grey colorway was a departure from the norm, emphasizing substance over style.

However, what truly set the 990v1 apart was its price tag. Retailing for $100, an unprecedented price point at the time, the 990v1 was a bold gamble by New Balance.

It targeted runners who were willing to invest in high-quality footwear, signaling the brand's commitment to excellence and performance.

Innovation and Quality

These New Balances featured a combination of pigskin leather and mesh on the upper, offering both durability and breathability.

The introduction of ENCAP technology in the midsole provided superior cushioning and stability, a feature that became a hallmark of New Balance's approach to sneaker design.

These technical advancements, coupled with meticulous craftsmanship, ensured that the 990v1 was not merely a shoe but a piece of performance art.

The Impact on Sneaker Culture

The release of the 990v1 marked a pivotal moment in sneaker culture. It challenged the prevailing notion that sneakers were just for sports, positioning them as a lifestyle choice and a symbol of sophistication.

The 990v1's success proved there was a market for high-end sneakers, paving the way for future luxury collaborations and the rise of sneakers as fashion statements.

It became a favorite among a diverse audience, from politicians to musicians, further cementing its status as a cultural icon.

Legacy and Continuation

The legacy of the 990v1 is evident in the successive models it inspired, leading to a series that remains a cornerstone of New Balance's offering.

The 990 series has evolved over the years, with each iteration building on the original's foundation while incorporating new technologies and design improvements.

Despite these changes, the essence of the 990v1 — its commitment to quality, comfort, and understated elegance — remains unchanged.

By breaking the mold and daring to enter the premium market, it not only achieved commercial success but also influenced the trajectory of sneaker culture.

Today, the 990v1 is celebrated not just for its technical features but for its role in shaping the landscape of the footwear industry, proving that sometimes, taking the road less traveled can lead to the most lasting legacies.