The New Balance 990 M990NB4 Will Only Cost $100 | Limited To 1500 Pairs

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The New Balance 990 was originally introduced in 1978 and four years after that, the model became the first sneaker to break the $100 mark. New balance is paying homage to the original $100 price with the latest iteration of the 990 model schedule to drop officially on April 14th.

I wonder if other brands did the same thing how much their revenues will increase. Imagine if Nike decided to recycle all the original Jordan sneakers ( with the same OG materials) and honored the OG price as well. I think it’s a brilliant idea and New Balance is unto something great. The 990’s currently cost $170-$175 so pricing them at $100 is incredible. This is a great incentive for the consumer and it shows that the brand wants to familiarize itself with its fan base. New Balance is definitely understanding the signs of the time; we’re living an age where the consumer has a variety of choices and the brand that can best meet his/her needs ( fashion, style, comfort, price point) will win. This move by NB will have some big dividends and I can guarantee you that other brands will have to follow suit. I won’t get into further details but I’m expecting Adidas and even Nike to parallel NB within the next six months.


Making its come-back in authentic grey suede, mesh and navy details run throughout. The OG ‘dad-sneaker’; the 990 arrives with its chunky sole and breathable uppers providing comfort and durability to the ‘80s suburban public. Now an icon in its own right, the best-selling sneaker is back, re-issued with ‘EST 1982’ embroidery across the sides, while classic ENCAP® technology works within the bulky sole to provide premium support and pure dad-core at the sneaker’s original price tag of $100 (£72).


New Balance 990 ” Grey”

Style#M990NB4, $100



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