New Balance Debuts The 990v7 With A Tiny Teaser On A Billboard

At long last.

Matt Varga September 16, 2026

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The wait for the New Balance 990v7, the latest step in a now firmly iconic series from the Boston brand, was essentially on since the 990v6. With that iteration ruling the catalog since 2022, it’s safe to say that NB devotees have been verifiably rabid for new blood in the 99x family as the years have ticked on. It would appear that the wait is almost over, as New Balance begins the teaser rollout for the 990v7.

Satoshi Suzuki of Loopwheelers may have laid the first bread crumbs in that regard, sharing a photo dump from a recent trip to Boston HQ. He caught a flick with NB Chairman Jim Davis, who was sporting a previously unseen design now understood to be the 990v7. With that out the way, New Balance has now purchased some billboard space just outside of New York City’s Little Italy (on Hester and Lafayette, specifically) to tease the upcoming edition.

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Between these two angles, a far-away look at the toe box and a scaled-down wall display, it’s hard to make out exactly what the New Balance 990v7 brings to the table, but a few design shifts are already evident. First and foremost, the rounded, curved aesthetic of the 990v6 has been almost entirely abandoned. With a shorter foot entrance and longer body, it may just have more in common with the 2040v5. Of course, an essential grey colorway is pasted on the shoe for this first real look.

Firm details regarding the New Balance 990v7 release are currently unavailable, but we should be hearing more soon given the rapid-fire cadence at which these two first looks have come about.

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h/t @HoodyJandro, @ChefDoomy.

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Written by

Matt Varga, Junior Editor

Matt Varga is an Editor at SneakerNews. Initially earning a degree in Video Arts and Technology, he got his start in video editing and writing in the music world — primarily on hip-hop and electronic. A long-standing interest in sneakers led him to switching over to footwear. An avid collector, his favorite sneaker of all time comes down to either the Air Jordan 1 “Black Toe” and Air Jordan 5 “Laney,” his first ever pick-ups. When he’s not writing, you can find Matt cooking, traveling, attending concerts and when weather permits, on the handball court.