We don’t get to cover New Balance sneakers a whole hell of a lot here on Dr. Jay’s Live. It’s not because we’re not into New Balances—believe us, we most definitely are—but compared to kicks produced by Nike, adidas, Reebok, Converse, and Supra, most New Balances are…well, we’re not going to sugarcoat it, they’re boring. We actually mean that as a compliment, though. You see, the New Balance brand is super consistent, which means that there’s not a ton that we can say about a lot of their new releases. You pretty much know what to expect when you cop a pair of New Balances, so we don’t have to sit here and tell you why they’re dope.

The New Balance 990 is the perfect example. The 990 is considered by many to be the staple of the New Balance brand. It’s a classic. But, it also hasn’t changed much over the years. So, us writing about it at length would be the equivalent of us writing about a white-on-white Nike Air Force 1 at length. We’d struggle to even do it because there’s not much to tell you that you don’t already know. But, again, that doesn’t mean we don’t love the sneaker. The 990 features a classic silhouette, breathable, lightweight materials that make it a durable sneaker for running, and the reflective 3M details that you’ve come to expect from the 990. All great features. But, you already knew that, didn’t you?

There’s a lot that goes into making the 990 that you might not know about, though. So, recently, New Balance has been making a push to showcase the process that goes into making some of their iconic sneakers. With that in mind, we want you to check out this short video to see exactly what goes into handcrafting the 990 at the New Balance factory in Norridewock, Maine. It’s kind of cool to see how hard NB still works to create quality kicks. And, it’ll make you appreciate the NB brand a little bit more, even if you don’t necessarily want to read 300 words on the 990 or any of the other sneakers in the NB lineup. Enjoy.

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