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New Balance has officially introduced the Made in USA 990v7, the seventh version of one of the brand’s most closely watched sneakers. The update is the first new 990 generation since 2022. It keeps the premium materials the line is known for but changes the cushioning, midfoot support, and overall construction underneath.
The reveal followed weeks of teasing. In mid-September, Satoshi Suzuki of Loopwheelers had posted photos from a visit to New Balance’s Boston headquarters. One of them showed NB Chairman Jim Davis wearing an unreleased design, now understood to be the 990v7. Around the same time, New Balance bought billboard space near Little Italy in New York City, at Hester and Lafayette streets. The all-white board carried the 990v7 name and the New Balance logo, with a comically tiny image of the shoe in the center, easy to miss unless you look closely.
New Balance spent four years developing the original 990 before releasing it in 1982 as a high-end running shoe. The v2 arrived in 1998 with ABZORB cushioning exposed in the heel, and the v3 followed in 2012, timed to the model’s 30th birthday, with a bulkier upper, an oversized N, and refreshed cushioning. The v4 (2016) slimmed the upper, while the v5 (2019) added a TPU piece along the outer side of the shoe. The most recent generation, the v6 (2022), swapped in FuelCell foam and dropped the midfoot saddle.
The v7 brings back the layered construction of earlier 990s while updating the cushioning and sole unit.
The launch colorway in New Balance’s iconic grey combines pigskin suede with breathable mesh, leather accents, and synthetic suede overlays in a darker grey around the N logo. That logo is silver-blue with a cream outline. Cream flat laces and a cream midsole contrast the grey, with light blue accents on the heel and along the midsole. A tonal grey leather tongue carries “new balance 990” branding, and a “made in U.S.A.” tab sits on the heel counter. Inside, the insole reads “990v7” with “Established in 1982” beneath it.
Underfoot, the midsole uses a softer version of the FuelCell foam introduced on the v6, paired with ENCAP technology, the signature CR device and a new TPU midfoot shank. The outsole is black rubber with cream and grey panels, a clear blue window in the heel and red New Balance branding.
“The 990v7 represents a new chapter in the 990’s lineage. The goal was to strike the perfect balance between familiarity and progressiveness. It had to feel iconic, but also unmistakably new,” says Creative Design Manager Jean Khalife.
New Balance is supporting the launch with a global campaign featuring ambassadors ROSALÍA, Josh Allen, Cooper Flagg and IU, representing music, sport, entertainment and fashion. New Balance Brand President and CMO Chris Davis said the 990 has outgrown its running roots and now appeals to marathoners, fashion fans, and comfort seekers alike.
“That universal appeal, grounded in authenticity, utility, and enduring quality, is what continues to
make the 990 unlike anything else in our industry,” says Davis. “That versatile excellence of the 990v7
continues to make it beloved by supermodels in London and dads in Ohio alike.”
The Made in USA 990v7 releases on November 6th at NewBalance.com and select global retailers in limited quantities. Check out the pair below.
New Balance Made in USA 990v7
Colorway: Kool Gray/Calcium/Light Arctic Grey
Style Code: U990GR7
Release Date: November 6, 2026
Price: $200 USD
Resell: StockX / GOAT / KICKS CREW
