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20 Bond Street


New Zealand

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+64 4 381 4653

Opening Hours

Mon - Fri: 10.00am – 5.30pm

Saturday: 10.30am – 5.00pm

Sunday: 10.30am – 5.00pm

May 03 2019

Ultimately, I think the mystique of the 990 is that… there is no mystique.’ Adam Leaventon (aka Air Rev) – Philly-based sneaker collector

New Balance 990

Almost 40 years since the release of the first New Balance 990, we’re set to receive the latest version of the infamous sneakers. Known for its pavement-pounding performance, premium materials and high tech specs, the 990 builds on the tried and true features of its predecessors. Upgrades come via the reinforced TPU collar, Ortholite inserts, and renovated branding on the tongue and foxing. Complete with subtle mesh panels for improved breathability as well as ENCAP cushioning, the 990v5 won’t disappoint. As expected, the classic all-grey colourway keeps the latest version of the sneaker firmly rooted in the 990 tradition, while the navy and black version offer something a little different, yet still just as classy.

With the fifth iteration of the New Balance 990 hitting our shelves this weekend, we thought we’d take a look back at the evolution of the infamous sneaker.

Back in the 1980s, as big brands began striving to cut manufacturing costs in order to keep up with an aggressively price-oriented consumer market, New Balance took a decidedly different approach. Realising there was another way to view the situation that didn’t ‘require buying into the new wave of consumerism that was sweeping the globe’, the Boston-based company decided to focus on quality, rather than cutting costs in order to pass savings onto the consumer. An early version of today’s anti-fast fashion movement, New Balance aimed to produce shoes of the highest quality, built to last with no expense spared, rather than making shoes at a lower cost that customers would have to replace on the regular.

With this outlook, New Balance released the iconic 990 in 1982. Retailing for a sizzling US$100 price tag, it was the most expensive running shoes on the market at the time. Despite the big bucks needed to land a pair, the 990 proved its worth and after only six months, New Balance had smashed their projected first-year sales of 5000 with over 50,000 orders.

Ultimately, I think the mystique of the 990 is that… there is no mystique.’ Adam Leaventon (aka Air Rev) – Philly-based sneaker collector

“Back in the day, New Balance was the first company to sell running shoes for $100! Coming up in D.C., the 990 was the status symbol. Whether they were dope dealers or just people with a bit of money, we looked up to anyone who had them. It just grew into this huge thing! You just had to have the 990, and it continued with the 995, 996, 997 and 998. As we’ve gotten older, our little brothers and sisters have now adopted that too, because that’s all they saw when they were growing up.”

June Sanders – DTLR product designer, Washington D.C.

Since then, the 990 has become the sneaker of choice for a number of disparate groups; from DMV hustlers, with their all-grey ‘Newbies’ to serious runners looking to invest in a better shoe, the 990s managed to straddle the line between technical perfection and cultural icon. New Balance have always been known for their practical and comfortable sneakers, yet the 990 – and now the 990v5 – sees the Boston-based brand deliver a shoe that’s as refined aesthetically as it is technically.

The 990v5 drops at 10.30am on Saturday the 4th of May, in-store and online.


Shipping & Delivery

New Zealand:

Free courier delivery when you spend over $99.00.
Purchases under $99.00 will be charged $5.00 for courier delivery.

We are dispatching orders daily / within 1-2 working days of order being placed.

We aim to deliver all NZ orders with a 1-3 day courier service ~ But during these wild Covid times deliveries may take 1 to 3 working days to be delivered.

We strongly recommend choosing "Local Pick-Up" / "In-Store Pick-Up" if you live in Wellington.

Click here for detailed shipping information

Customer Care

We love to look after our customers and answer all your questions the best we can. From finding out about online orders, what payment methods are provided, warranties and everything else in-between, we aim to aid you during your time of great great need. In saying all of that, if you'd rather just read up on everything follow the link!

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Returns & Refunds

Full price purchases placed online are eligible to be returned for an exchange, store credit, or refund providing your returns items fit our returns policy conditions outlined below if you contact us within 48 hours of receiving your order.

Contact must be made via [email protected] within 48 hours of receiving the goods advising us of return.

Returned Items must be unused, with the original tags & packaging still attached to the product. All footwear must be returned in the original shoe box, sunglasses and jewellery in the original case & box.

Shipping and handling is non refundable and returns are the customers responsibility until they reach Good as Gold Ltd.

Discounted items or Items purchased with special offer discount codes are final sale and cannot be returned or refunded.

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