New Balance’s 990v7 is on sale now, priced at £210, and the latest version of the Made in USA trainer arrives with a global campaign starring Rosalía.
The new model keeps the 990’s classic look and updates it with premium suede and mesh, more streamlined proportions and softer FuelCell cushioning. It went on sale on 6 November through New Balance and selected retailers worldwide.
The campaign, titled Dad’s Back and first reported by 365 Retail, is fronted by the singer in her role as a New Balance ambassador. Its imagery is set in a dance studio, with Rosalía pictured in the 990v7 alongside dancers in leotards and tights.
New Balance says the campaign celebrates the 990’s influence across generations, music and fashion. The brand frames the 990, a silhouette that has been bringing people together for more than 40 years, around authenticity and self-expression.
The release comes shortly after New Balance moved into a brand hub at Arclight in Covent Garden, which opened in late October.
