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New Balance’s clever marketing campaign for its recently released 990v5 highlights the brand’s tongue-in-cheek attitude toward connecting with new consumers embracing the chunky sneaker wave.

First released in 1982 and hailed as the OG dad shoe, New Balance’s campaign for the latest 990v5 literally takes a page out of their own advertising from the early ‘80s featuring slogans that hark back to the originals. One version of the ad declares it’s the shoe “worn by supermodels in London and dads in Ohio,” while another stipulates “it’s made for those with high standards.”

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Being that it’s the fifth iteration of the shoe, the continued evolution of 990v5 adds a TPU “power strap,” new Ortholite insert, and modern badging on the tongue and foxing for a fresh update with modern materials.

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Retailing at $175 USD, look for the New Balance 990v5 in the OG grey along with navy and black colorways available now, as well as an opportunity to customize your own pair via its NB1 program.

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