IU, Rosalía, Josh Allen and Cooper Flagg star in campaign for the sportswear brand's newest flagship model.
New Balance launched the latest evolution of its flagship 990 model, the 990v7, on Friday and it sold out nearly just as quickly as it arrived. And while select sizes in the sneaker’s debut Kool Gray/Calcium/Light Arctic Gray colorway may still remain from some retailers, it’s hard to say the release was anything but a success.
Accompanying the launch is a star-studded campaign featuring some of the brand’s top ambassadors and signature athletes wearing the new model. Included in the group is Rosalía, who was one of the first people to officially debut the 990v7, along with K-pop star IU, red-hot Buffalo Bills quarterback Josh Allen and reigning NBA Rookie of the Year Cooper Flagg.
According to New Balance, the diverse campaign cast is intended to represent the “broad cultural reach of the 990 franchise and the ways it continues to resonate across music, sport, entertainment and fashion.”
The made-in-USA 990v7 continues the legacy of the Boston-based sportswear brand’s 990 franchise, which was introduced to the market in 1982. The original 990 was noteworthy for being the first athletic sneaker priced at $100.
It would be nearly two decades until a sequel was introduced with 1998’s 990v2, which reworked the model’s mesh-and-suede build and set the standard for 990 iterations to come. In 2012, New Balance celebrated 30 years of the 990 by introducing the 990v3 and quickly followed it up with the 990v4 in 2016.
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