Brand: New Balance

Model: MADE 990v2

Release Date: July 16

Price: $185

Buy: New Balance and select retailers globally

What We’re Saying: New Balance is kicking off the 40th anniversary celebration of the iconic 990 a little early, and we're all here for it. Just last month, the sportswear brand delivered the first of four MADE in USA releases of the 990 with the MADE 990v1. Naturally, the 990v2 is up next, scheduled to release later this month on July 16.

To honor the 990, New Balance's iconic running shoe franchise that began in 1982, the brand is bringing back now-retired versions of the silhouette leading up to the aforementioned 40th anniversary. Limited edition takes on the 990v2, v3, and v4 — as the v1 has already arrived — will release throughout the summer and fall, each of which showcases the heritage of the 990 mixed with new commemorative detailing.

“There are only a select number of shoes in our industry that can be referred to as iconic, the 990 is one of them,” said Chris Davis, CMO and Sr. Vice President of Merchandising. “From Washington D.C., to Tokyo, to Milan, the 990 has been a pillar of the New Balance brand for nearly forty years. Respected by sneaker connoisseurs around the world and attracting new consumers to our brand, the 990 series represents the pinnacle of Made in USA craftsmanship and an understated elegance that transcends the cyclical nature of trend.”

The special edition 990s are branded with a ruby red tag to signal the 40th “ruby” anniversary, while also incorporating the version and establish date on the tongue. A nod to the heritage of New Balance's MADE platform, the sole, insert, and duster bag of the shoes are adorned with an image of the clock tower at the brand's factory in Lawrence, Massachusetts.

New Balance isn't stopping with the ruby iterations, however, as core black, grey, and navy colorways of the 990v2 and 990v3 are slated to arrive as well.

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