Using a collaborator to introduce a brand-new silhouette — or a silhouette that hasn’t been seen in several years — is a time-honored trade secret in the sneaker marketing playbook. The inclusion of an A-list name brings down consumers’ guard, and, frequently, causes them to give a warmer reception to something they may not be as familiar with. This was the case with the reveal of the Stone Island x New Balance 991v2 last week, and after that coveted collab drops, New Balance appears to be putting the second half of their plan into play: they’ll roll the 991v2 out as an in-line release.
Images of the first in-line 991v2 have surfaced, and they combine New Balance’s tried-and-true grey color palette with some modern tech and bright details. Though the 991v2 does retain a lion’s share of the details and, largely, the original shape of its predecessor (the 991), it differs in both the construction of its tongue and its midsole. The tongue is slimmed down and equipped with a large branded hit a la the 990v6 to accompany the new “V2” strikes on the heel and throat, while the midsole offers a two-tone white and grey construction with refreshing blue ABZORB cushioning hits. If you flip the shoe over to its bottom, you’ll also see that it features new-jack FuelCell technology. As indicated on the tongue the 991v2 is still proudly made in England, a fitting place of construction as the OG 991 has always been produced at NB’s famed Flimby factory in the British countryside.
A release date and pricing information for the 991v2 have yet to be announced, but are likely to surface soon. Keep it locked here for more info as it’s made available.
Elsewhere in the world of footwear, Philadelphia Union head coach Jim Curtin was a recent guest on Hypebeast’s Sole Mates series.