Here's What Happened at the New Balance 990 V4 Launch Event in London

25 April 2019

END. x New Balance dropped a shipping container in London's Shoreditch to prove that Legends Never Die

In the spring of 1978, New Balance made a commitment to develop the most technically superior running shoe on the market; regardless of the time, energy, or investment it took. This began the legacy of the iconic 990 and the rest, as they say, is history.

In 1982, the New Balance 990 was the first sneaker to break the $100 mark; testament to its pioneering specification and NB's commitment to using premium textiles and techniques to deliver a superior product.

This past Saturday, END. partnered with New Balance to celebrate the cultural legacy of the 990 silhouette by dropping a shipping container on Ebor Street in Shoreditch to raffle 100/1500 pairs of the limited edition 990v4. Selected as the exclusive UK partner, END. stood proudly as one of 15 shipping containers dropped in key locations around the world. From Seoul to Berlin, London to Buenos Aires, this global brand experience was a fitting tribute to the international gravitas of New Balance and the sneaker-culture significance of the 990 style.

Transcending its roots as a world-class runner to become a street style icon in its own right, the New Balance 990 has spanned the generations and is an indisputable fixture of forward-thinking design which marries premium specification with serious curb-appeal.

writerEuan Smart