[Provided by Eland World]
[Provided by Eland World]

New Balance, operated in South Korea by Eland World, unveiled the seventh model in its 990 series — the Made in USA 990v7 — on Friday.

The 990 first appeared in 1982, taking four years to develop. It became the first running shoe from the brand to exceed $100, and has since built a broad following spanning athletes and creatives to everyday consumers.

The 990v7's design is guided by the theme "Memories from the Future." Refined proportions, panel construction and structural details give the shoe a clean silhouette. Materials include US-produced pigskin suede, mesh, leather detailing and a synthetic suede sway bar.

The FuelCell midsole, first introduced on the 990v6, has been updated for a softer feel with improved cushioning and energy return. ENCAP technology, the signature CR Device and a newly added TPU midfoot shank provide support and guidance.

New Balance ambassadors IU, ROSALÍA, Josh Allen and Cooper Flagg appear in the global campaign.

Chris Davis, New Balance's brand president and chief marketing officer, said the 990v7 "best represents the quality and craftsmanship that New Balance stands for." Davis added that the 990, born as a running shoe, "has grown into an icon beloved by marathoners, fashion consumers and comfort seekers around the world, transcending its original purpose."

Meanwhile, the Made in USA collection is defined by products in which at least 70 percent of the value comes from US-sourced materials and domestic manufacturing processes. The line accounts for a limited share of New Balance's total US sales.


andy@heraldcorp.com