The New Balance Made in USA 990v7 goes on sale in Singapore today, 6 November 2026, at S$289, with K-pop star and New Balance ambassador IU among the faces of its global campaign. If you’ve watched chunky grey sneakers go from a running joke about your father’s weekend wardrobe to a fixture on your feed, this is the latest version of the shoe that defines that look, and it’s available here from day one.
New Balance’s own release sums up the launch as “Dad’s Back.” The more interesting question is who the dad shoe is for now, and the answer New Balance gives this time is a 990 with a slimmer shape, a softer ride and a campaign cast that runs from a K-pop idol to American sports stars.
A US$100 Shoe in 1982
The 990 first came out in 1982, after four years of development that New Balance says was dedicated to building the best running shoe possible. According to the brand, it became the first running shoe to break the US$100 barrier, which was a bold price for a pair of trainers in the early 1980s.
That price tag set the tone for the next four decades. The 990 has always sold itself on build quality rather than hype, and each new version has tried to change the shoe without breaking what people liked about it. New Balance puts it well: the hard part has never been deciding what to change, but knowing what to preserve.
That’s the tension the 990v7 has to manage. Change too little and nobody upgrades; change too much and the faithful revolt.
Same Grey, Sharper Lines
New Balance describes the design philosophy behind the 990v7 as “memories from the future”, which is a fancy way of saying it should look familiar and new at the same time. In practice, that means subtle updates to proportion, layering and construction that give the classic shape a more streamlined profile.
The upper mixes pigskin suede, breathable mesh, leather accents and synthetic suede sway bars. A sleeker silhouette reads as a refresh rather than a reinvention.
For anyone who’s always found the 990 a little too bulky to pair with anything other than jeans, the trimmer outline is the best reason to give this generation a look.
The Upgrade You’ll Feel
The most practical change sits underfoot. The 990v7 uses a softer version of the FuelCell midsole that New Balance introduced with the 990v6, and the brand says it delivers more cushioning and energy return.
Stability comes from New Balance’s ENCAP technology, its signature CR device, and a new TPU (thermoplastic polyurethane) midfoot shank. Together, the brand says, they create a more dynamic ride while keeping the balanced comfort the 990 is known for.
This is the part that matters most if you’re buying a S$289 sneaker to wear daily. In a city where a “quick” mall run often turns into hours of walking between linked malls and MRT stations, a softer midsole is worth more than any campaign photo.
Where IU Fits In
IU fronts the global campaign alongside fellow New Balance ambassadors ROSALÍA, Josh Allen and Cooper Flagg. New Balance says the line-up spans music, sport, entertainment and fashion.
Chris Davis, New Balance Brand President and Chief Marketing Officer, leans straight into that range. “That versatile excellence of the 990v7 continues to make it beloved by supermodels in London and dads in Ohio alike,” he says.
That quote is the clearest answer to whether dad sneakers can be cool for everyone. Putting IU on the poster tells you New Balance is speaking directly to fans who would never describe their style as “dad”, while still keeping the actual dads on side.
What S$289 Buys You
The “Made in USA” label carries real weight in the price. New Balance says the 990v7 is crafted in the United States, and its company boilerplate explains that its MADE U.S. footwear contains a domestic value of 70% or more. That’s a value threshold rather than a promise that every part comes from America, and it’s worth knowing before you pay a premium for the badge.
New Balance owns five athletic footwear factories in New England and one in Flimby in the UK, and the brand says MADE U.S. shoes make up a limited portion of its US sales. In other words, this is the specialist end of the catalogue.
Longtime fans who remember the Made in USA 993, which we covered in 2024, will recognise the same premium suede-and-mesh formula here, now on a slimmer frame.
Before You Head Out
The 990v7 launches in Singapore online and at five New Balance stores. New Balance lists them as launch locations, so the kiasu move (local slang for being scared of missing out) is to check availability online before making the trip.
🗓️ Date: From Friday, 6 November 2026
📍 Location: New Balance Jewel Changi, Paragon, VivoCity, Suntec City and ION Orchard
💰 Price: S$289 (retail price)
🛒 Online: NewBalance.com.sg
More than four decades after a US$100 running shoe raised eyebrows, the 990 is still finding new fans, and the seventh generation gives both dads and K-pop fans a softer, sleeker reason to try a pair. Head to New Balance Singapore to shop the Made in USA 990v7 online or plan your store visit today!
Photos and Visuals courtesy of New Balance.
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