The 990 series is a central aspect of New Balance’s lifestyle offerings. It has evolved over the decades, with 2022 bringing forth the most recent iteration — the 990v6. In celebration of the line’s legacy, New Balance traveled across the East Coast of the United States, stopping in three cities to host its Sounds of an Icon series — contextualizing the 990 in each area by hosting community events both this year and last. Stopping by Baltimore, Philadelphia and Washington, D.C., Hypebeast captured what heat attendees wore in each location.


Looking first at the most recent event in Baltimore, New Balance connected with local artist Shan Wallace for both a photography and arts workshop and a gallery experience. The 990 series was plenty visible with various iterations of the 990v3, 990v4 and 990v6 all present. On top of this, the 2002R “Sea Salt/Vintage Teal” was sported alongside a “White/Green” version of the 574. Several collaborations also caught our eye with Bodega’s 990v3, Casablanca’s 327 and Joe Freshgoods’ 990v3 “Outside Clothes” all standing out.


Sliding over to Philadelphia, Shannon Maldonado joined the brand for a hands-on crocheting workshop, zine-making class and a screen printing activation. Key pairs of kicks ranged from various pairs from Teddy Santis’ MADE in USA line — including the 990v2, 990v3 and 990v5. District Vison’s Fresh Foam More Trail collab also popped up, as well as Salehe Bembury’s 574 YURT from 2021.

Washington, D.C.

Rounding out our adventure, Washington, D.C.’s event saw Dom Adams taking the lead for the in-person event at the Chela Mitchell Gallery, which notably included a panel discussion featuring Abdul Fouzi and Ian Callender. On the kicks side of things, the nation’s capital did not hold back. Both of Salehe Bembury’s 2002R releases appeared alongside his 990v2 from 2022. Elsewhere, the Stray Rats 827 and Joe Freshgoods 990v4 were highlights, but it was the JJJJound 992s that drew plenty of sneaker envy.

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