The New Balance 990 launched in 1982 with a $100 price, unusually high for a running shoe at the time.
New Balance developed the 990 as a premium performance runner intended to combine stability, cushioning and refined construction. Its original $100 price was a major talking point because most running shoes then cost substantially less. The model used a gray color scheme that became closely associated with New Balance and later with the brand’s understated lifestyle image.
The 990 did not remain only a performance shoe. Its comfort, neutral styling and long-running updates helped it cross into everyday fashion. New Balance has released successive versions, including the 990v2, 990v3, 990v4, 990v5 and 990v6. These are related generations, not entirely unrelated models. The 574 is another famous New Balance shoe, but it was positioned as a more accessible lifestyle model rather than the premium 990 flagship.