New Balance 990

About

The New Balance 990 was introduced in 1982 as the flagship of the brand's 99X series, a line of premium running shoes positioned at the top end of the performance market. The 990 is notable for being one of the first running shoes to retail at $100 — a price point considered extravagant at the time, but justified by New Balance through its ENCAP midsole technology and superior construction standards. The shoe's heritage colourway, a tonal grey with the bold N logo, became closely associated with Steve Jobs, who wore the 990 so consistently that multiple media outlets — including Forbes and the BBC — documented his attachment to the model when covering its 30th anniversary in 2012. New Balance officials confirmed the 990 had a cult following largely built around Jobs's visibility. The shoe has since crossed into hip-hop culture, with Lil Uzi Vert referencing it in a track and Action Bronson collaborating with New Balance on multiple 990 iterations. Andrew Nyssen led the 990v3 redesign in 2012, carefully preserving the heritage silhouette while updating construction methods.