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New Balance 990
The 990 was a game-changer for New Balance. Debuting in ’82, the shoe’s hefty $100 price tag meant it sat on the top-tier of the brand’s roster of running products. However, its superb performance meant the asking price was duly justified, and naturally, the 990 caught fire and never looked back. Over the following decades, the 99x series’ (as it became known) reputation for innovative technology, cushioning performance and timeless appeal garnered a cult following with hardcore runners, sneaker enthusiasts, and tech-billionaires alike.