Joe Freshgoods x New Balance 990v4 MADE in USA

The MADE in USA 990v4 by Joe Freshgoods celebrates an influential artistic era defined by Black Excellence.

Stamped by “1998”, this creative time capsule pays homage to an influential era while transporting you to the inner thoughts of designer and creative director, Joe Freshgoods, as he confronts his origins in tandem with his love of film and the arts. Inspired by the essence of the late ‘90s, as well as cinematography and hip – hop of that period, this campaign combines elements of luxury, thoughtful design, and nostalgic references (campaign video can be viewed here). The collection further explores luxury through a cinematic lens, coupling storytelling and architecture with intentional and distinctive design for a visual experience on and off foot.

The Joe Freshgoods x New Balance MADE in USA 990v4 employs a classic black-and-white color scheme that calls attention to the refined curves, pronounced lines, and textural variations of the 2016 silhouette. Suede overlays are outlined by corresponding patent leather underneath, while mesh underlays cover the rest of the upper using the stark contrast of an inverse color. All of this sits on a matching ENCAP midsole and rubber outsole to complete the design. 

Stark contrast: A classic monochromatic palette is used to create two inverse colorways.

Inspired details: ‘1998’ is printed on the heel tab, paying tribute to a formative year in the development of Joe Freshgoods’ personal design style.

This MADE in USA collaboration is launching globally on December 22nd 2023, onnewbalance.com, in two fresh colourways: Peat with pirate black & Marshmallow with pirate black.

New Balance MADE in USA 990v6 (Sepia with orange)

A ‘quickstrike’ drop, and the 3rd of a 4-part MADE in USA Fall Winter collection, designed by NB’s Creative Director and Founder of Queens based Aimé Leon Dore, Teddy Santis, is launching globally today, Friday 15th December 2023, on newbalance.com & newbalance.co.uk. The collection builds on MADE in USA’s vision to honor New Balance’s rich history and artistry by elevating timeless classics with a fresh perspective. This quickstrike drop continues the theme of this year’s Fall Winter Collection that introduces a new range of trail-inspired silhouettes in autumnal hues.

The designers of the first 990 were tasked with creating the single best running shoe on the market. The MADE in USA 990v6 embraces this original mandate, with a series of performance-inspired updates. The upper dispenses with the standard midfoot saddle, allowing the suede and synthetic overlays to flow from heel to toe across the mesh underlay, for a speedy, streamlined look. While the evolved design marks one of the most dramatic changes from one generation model to the next that the 990 has ever seen, the greatest leap forward occurs on the inside. The addition of FuelCell midsole cushioning means that the evolution of the 990 can be felt as much as it can be seen. As part of the MADE in USA Seasonal Collection, the updated silhouette features Autumnal hues – sepia and incense.