PERFORMANCE FIRST

Originally released in 1982, the New Balance 990s were the most expensive and premium shoe on the market made with high-tech FuelCell Foam, an engineered technology used to deliver the highest energy return in performance. Worn by many including The Kardashians and Steve Jobs, the shoe has become a fashion staple in aspects of comfort and style, notably becoming the world’s, “Dad Shoe”.

To create this lively campaign, we wanted to reinvent the New Balance 990s through a timeless design using aspects of culture and fashion to showcase the original purpose of the revolutionary running shoe, Performance.