
Sneaker of the week
5/5Dad's Back: The 990 Grows Up
In the dataSneakers
The seventh generation of the 990 arrived on Friday morning and was gone before most people had finished their coffee. New Balance's Made in USA 990v7, in the debut Kool Grey colorway, sold out online on launch day at $199.99, with most sizes going within hours and the brand's own site listing the style as sold out.
The launch is built to travel further than the shoe itself. The global "Dad's Back" campaign puts the grey runner on four very different ambassadors — Rosalía, shot at a ballet barre in wide-leg denim; IU; NFL quarterback Josh Allen; and NBA rookie Cooper Flagg — a deliberate spread across music, sport and fashion that mirrors how the 990 actually gets worn.
Under the hood it is a genuine revision rather than a recolor: a sleeker silhouette, reworked suede and mesh panelling and a revised FuelCell cushioning setup. Around it, the New Balance universe kept expanding this week, with the Whitaker Group's deconstructed 2010 landing November 5 and Kith's Monuments 2011 collection following the same day.
- Sold out online on launch day, November 6; members-only release at 10 AM ET.
- Global "Dad's Back" campaign stars Rosalía, IU, Josh Allen and Cooper Flagg.
- The Whitaker Group x New Balance 2010 "Willful Bias for Identity" dropped November 5 at $155.
The new generation of the 990 — sold out on day one, and the grey that goes with everything.
Frayed suede, raw stitching and two deconstructed colorways with a community-first story.
Three NYC-inspired colorways revisiting the 2011 silhouette.




















