The 990 has been Made in USA since 1982. It was the most expensive running shoe New Balance had produced at launch, built for function first. That approach — prioritizing performance over aesthetics and letting the design follow — produced silhouettes that age into relevance rather than trend out of it. The collab program deepened the conversation. Joe Freshgoods on the 2002R and 1998. Salehe Bembury on the 2002R. Aimé Leon Dore on the 550. Teddy Santis overseeing Made in USA creative direction. Each collaboration reflects real engagement with what makes the silhouettes work. the JFG 1998 collab.