New Balance and JJJJound Introduce The MADE 990v3 Olive As The Natural Evolution of Their On-Going Collaboration

The first update to the original New Balance 990 newly introduced in 1982, didn’t occur until 1998. It took another fourteen years before 2012’s v3 set a new standard for technical running shoe design. As the first 990 of the 21st century, the 990v3’s design represented a marked visual departure from now classic features of the v1 and v2, as the introduction of a breathable, mesh upper and a more spacious overlay design. Combining ABZORB and ENCAP cushioning established a streamlined, modern look and feel for the legendary silhouette. JJJJound’s take on the New Balance MADE 990v3 employs a tonal, olive colorway, applied across the subtle textural contrast of a nubuck overlaid mesh upper, highlighting the painstaking attention to detail of MADE construction and the precision engineering of the 990’s performance legacy.


JJJJound was originally launched in 2006 as a digital mood board exploring the recurring patterns in design. Over the next decade, JJJJound evolved beyond the realm of the Internet and was made tangible by collaborations with artists and brands that share their strong design ethics. The result is a commitment to a different way of thinking; finding new ways to interpret products by respecting their original story.

With suggested retail pricing of AED 1099, the new collaboration is set to launch Thursday, February 24 at 12 PM EST on and Thursday, March 3rd on New Balance global channels, and is available at the New Balance Store at The Dubai Mall and thegoodlife.

New Balance MADE contains a domestic value of 70% or more. MADE makes up a limited portion of New Balance’s US sales.

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