Original Story (11/27/23): The partnership between New Balance and Joe Freshgoods has been a force to be reckoned with since their first release in 2020 for All-Star Weekend in JFG’s hometown of Chicago. After delivering two stellar projects in 2023 — the “Beneath The Surface” Pack and the limited “Stuntman” 650 — the two are now back with a third collaboration to close out 2023: the 990v4 “1998” collection.
The JFG 990v4 was first teased earlier in November with a campaign photo that referenced XXL’s June 1999 Murder Inc. cover starring Ja Rule, Jay-Z, and DMX. JFG has now unveiled the full “1998” lineup, revealing a nod to the 1998 film Belly, the directorial debut of Hype Williams starring Nas and DMX. It’s clear that this collection is inspired by the cinematography and hip-hop of the late ’90s.
The JFG x NB 990v4 is offered in three colorways: “Intro” in black with white overlays, a “Keisha Blue” colorway that references the tantalizing blue-tinted scenes of Taral Hicks’ character, and an “Outro” pair that comes in white with black overlays, an inverted color scheme from the “Intro” pair. Each pair features “1998” branding on the heels that is stylized to look like the movie title on Belly‘s cover art. This font is also used on the shoe’s special packaging. As a neat hidden detail, the “Keisha Blue” colorway comes equipped with glow-in-the-dark laces, and the shoebox also features glow-in-the dark details.
Grab a look at the Joe Freshgoods x New Balance 990v4 “1998” collection below. These are set to drop this December. Stay tuned to Modern Notoriety for updates.
Update (12/11/23): Joe Freshgoods has announced the launch of his New Balance 990v4 “1998” collection. Each colorway will be available via EQL raffle that is open from now until Friday, December 15th .The “Intro” and “Outro” colorways are available for local pickup as well as shipping within the US and select international countries, while the “Keisha Blue” colorway will be available only via pickup at Every Now & Then in Chicago. An accompanying in-house apparel collection releases December 16th on joefreshgoods.com.
The “Intro” and “Outro” colorways will also release globally December 22nd via the New Balance website.
Check out the short film and detailed product shots below:
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Product Shots:
Joe Freshgoods x New Balance 990v4 “Intro”
Style Code: U990JR4
Release Date: December 15, 2023 (JFG)
Release Date: December 22, 2023 (Global)
Price: $220 USD
Joe Freshgoods x New Balance 990v4 “Keisha Blue”
Style Code: M990JO4
Release Date: December 15, 2023 (JFG, Chicago only)
Price: $220 USD
Joe Freshgoods x New Balance 990v4 “Outro”
Style Code: U990JS4
Release Date: December 15, 2023 (JFG)
Release Date: December 22, 2023 (Global)
Price: $220 USD
