"990 out of a possible 1,000 points," as they say.New BalanceThe 990 is a masterpiece of the company. Last month, the latest model "990", which has been further researched and developed, was released.990v5has been released.
In fact, to celebrate its launch, a one-day event called the "990 Museum" was held to consolidate the history, philosophy, and episodes of the 990.
The location is the "Former Yamaguchi Mankichi Residence (kudan house)" in Kudanshita. The historical value of this magnificent building has been recognized by the government, and in May 2018, it was registered as a "Registered Tangible Cultural Property" in the National Registry of Cultural Properties. The launch of the fifth generation "990" was celebrated in this extremely splendid pavilion, where Western styles such as arches, stucco walls, and Spanish tiles intersect with Japanese elements at a high level.
Inside the museum, actual models of the 990 and advertisements from the past are all on display, and a round-the-house tour of the mansion reveals everything there is to know about the 990. A violin and cello unit greeted visitors with music, and visitors were able to have their commemorative photos taken with an old-fashioned film camera, making their time spent in the tranquil atmosphere that much more special.
The first generation "990" was launched with a rather hefty price tag of about $100 at a time when $1 = about 280 yen. Retailers were surprised at how "crazy" the model was, and although it was quite an adventure in terms of price, it gained a reputation as a running shoe with ideal fitting and excellent cushioning, and became one of the most popular models as a luxury shoe.
It is a well-known fact that Steve Jobs and others are among the celebrities who have patronized the brand. The brand's relationship with successive U.S. presidents, including Barack Obama and Bill Clinton, has been a honeymoon, and because of this influence, the brand is trusted by people in professions such as lawyers and doctors. In Japan, Ryuichi Sakamoto is known to be a favorite of the brand.
While the 990 has such a clean image, it also has a surprising history of being worn by drug dealers in the Washington D.C. and Baltimore areas because they were extremely expensive and comfortable. The popularity of the 990 quickly spread to the ghetto kids and rappers who yearned for a dark side hero. The 990 series has spread to New York and Philadelphia, and is now the footwear of choice for members of the ASAP MOB, one of America's leading hip-hop groups.
Let's take a brief playback of the history of the 990 series, which has been used by everyone from U.S. presidents to drag dealers.
990v1 1982 launched
After four years of research and design development, the first "990" was born in 1982. At the time of its release, the shoe cost $100 ((), and at the time, $1 = approximately ¥280 ()), the shoe shocked the running industry and created a stir in the market.
990v2 launched in 1998
During the 1980s and 1990s, the 900 series of shoes ran through a pivotal period. The 990v2 model was introduced in 1998, 16 years after the debut of the original. Stability was improved by enlarging the reinforcing parts across the saddle and toe. The design was a new experiment that radically changed the visuals of the previous 900s and the original "990," establishing a new format that was reflected in subsequent models in the 900 series.
991 Launched in 2001
With the evolution of the 900s, the previous naming convention was changed, and part numbers between "990" and "995" were named. That model was the "991," which was introduced in 2001. While the previous model "990v2" used ABZORB, which combines excellent shock absorption and resilience at a high dimension, only in the heel, in the "991" it has been extended to the forefoot, providing increased cushioning and stability. Another feature is the visualization of ABZORB so that the most advanced features can be seen at a glance.
992 Launched in 2006
In 2006, the 100th anniversary year, the "992" was introduced, featuring ABZORB Stability Insock and further evolution of the midsole and outsole for improved feel and fit. 100th anniversary commemorative limited edition "992" models were also introduced. This model is also known as the favorite of Steve Jobs, founder of Apple Inc.
993 Launched in 2008
The "993" is the last model to adopt the naming structure (991, 992, 993), naming the shoes in numerical order. The "993" combines features and design elements from the "991" and "992" models, while incorporating a new cushioning technology, ABZORB DTS, for superior stability and support.
990v3 2012 launch
Thirty years after the birth of the original 990, the 990v3 has evolved into the 990. In order to enhance breathability, a portion of the upper is perforated, and a mesh portion is increased between the upper and the pig suede. Graphite stability web was adopted for the arch portion to prevent twisting and reduce weight. Compared to previous products, the 990v3 featured a more utilitarian look, a unique diamond pattern on the tongue, and a ribbed N logo.
990v4 2016 release
Four years after the release of the 990v3, the 990v4 is now available with a redesigned sole unit featuring the latest technology: ENCAP construction with PU and ACTIVA LITE for improved support and cushioning. The look and feel of the 990v4 has evolved to a sleeker, more sporty look compared to its predecessor. The thinner N mark expresses speed, and 360-degree retroreflective material is placed on the N mark, toe, and heel points, increased visibility.
The universality of the "990" series is expressed in the "Former Yamaguchi Mankichi Residence," which continues to transcend time as a registered tangible cultural property. The shoe is said to be the originator of the dado shoe trend, but looking back on its history, it still has the dignity of being the "real thing. The price may not be affordable, but you still want to have them. The event reminded us that the "990" is such a gem.
Text_Rei Kawahara
New Balance Japan Customer Service Center
Phone: 0120-85-0997
shop.newbalance.jp/shop/e/eEnb-made990
