New Balance Athletics is an American footwear and apparel company headquartered in Boston, Massachusetts. Founded in 1906 by William J. Riley as the New Balance Arch Support Company, it originally made arch supports and orthopedic shoes. The first New Balance athletic shoe launched in 1938, and the company introduced its signature width-sizing system (giving runners the same length in narrow, standard, wide, and extra-wide fits) — a commitment it still honors today.
The 990 legacy
The 990 series, launched in 1982, is New Balance's most celebrated line. Originally priced at $100 ("100 dollars for 100 points," reflecting its premium positioning), the 990 has iterated across seven generations: 990v1 (1982), v2 (1998), v3 (2012), v4 (2016), v5 (2019), v6 (2022). It remains a USA-manufactured flagship symbolizing understated American craftsmanship — it's been worn by Steve Jobs, Barack Obama, Dr. Dre, and fashion tastemakers globally.
The Made in USA / Made in UK lineup
New Balance operates five factories in the United States and one in Flimby, England. Sneakers manufactured there carry premium "Made in USA" or "Made in UK" labels and retail at elevated prices ($200-$400+). This manufacturing footprint differentiates New Balance from virtually every other major athletic brand, which manufactures exclusively in Asia.
Key silhouettes
- 990 series — grey premium made-in-USA flagship
- 550 — 1989 basketball silhouette revived by Teddy Santis's Aimé Leon Dore in 2020; became the hype silhouette of 2021-2022
- 2002R — revived in 2021, JJJJound and Salehe Bembury collaborations
- 9060 — 2022 chunky silhouette, Y2K-inspired styling
- 327 — retro runner, Casablanca collaborations
- 1906R — early-2000s performance revival, Patta collabs
- 860v2, 991, 992, 993 — premium running retros
Modern collaborations
Aimé Leon Dore (Teddy Santis, who became creative director of Made in USA in 2021) transformed New Balance from "dad shoe" brand into high-fashion staple. Joe Freshgoods's 9060 and 993 releases, JJJJound's 990v3/v4 "Grey"/"Olive" series, Patta's 991 and 1906R, and Salehe Bembury's 2002R all sold out instantly and command multiples of retail on the resale market.