The New Balance 990 launched in 1982 with an original retail price of $100.
New Balance positioned the 990 as a premium running shoe, emphasizing stability, cushioning, and a high level of construction. At the time, a $100 running shoe was unusually expensive, so the price became part of the model’s identity and its advertising history.
The first 990 used a grey upper and was designed for road running. New Balance later updated the model through several generations, including the 990v2, 990v3, 990v4, 990v5, and 990v6. The series eventually became important not only to runners but also to fashion and sneaker enthusiasts.
The $100 figure refers to the original 1982 launch price, not the current price of later versions or special collaborations. The 990 is also sometimes mixed up with the 996, another New Balance classic, but the 990 is the model famous for its original triple-digit price tag.