New Balance put the 990v7 name on a small billboard at Hester and Lafayette in New York in mid-September: a grey silhouette and the model name, nothing more. The seventh 990 is coming. When, and for how much, the brand hasn’t said.
Then a collaborator showed it. Joe Freshgoods, who has worked with New Balance on several collabs, posted the 990v7 in grey suede in October, with an on-foot shot. Date, price and style code are still not announced.
The seventh 990, in grey
- It’s a Made in USA 990 in grey, the line’s signature colour, going by the billboard.
- Joe Freshgoods’ photos show the first colorway: grey suede, a new take on the 990v6’s split midsole with a stacked heel, a slimmer side panel and steel blue accents.
What we don’t know
- The release date and price. New Balance hasn’t given either; the one estimate going round is below.
- Where it sells. New Balance hasn’t named its shops yet.
- The style code and the midsole foam. Talk of FuelCell or another new foam is speculation so far.
A billboard from the brand itself is about as firm as a pre-launch signal gets. The missing piece is a date, and that will most likely come from New Balance directly. More on our New Balance page.
The billboard and Joe Freshgoods’ photos were first reported by Sole Retriever, which expects it before the end of 2026 at upwards of $200; that isn’t confirmed.
