The fan-favorite model is poised for a big resurgence.
Just days after the reveal of Kith’s teaser for their own renditions of the v3 that are dropping soon, JJJJound has revealed that they, too, are in on the fun.
The sneaker, which originally launched in 2012 for New Balance’s 30th anniversary celebration of the 990x series, spent a good chunk of the 2020s as one of the most beloved sneakers in the space. The clean upper and comfortable tooling made it the go-to sneaker for longtime New Balance fans. Perhaps most importantly, though, it became the blueprint of the “dad shoe” era. With special collaborations to tie it all together, which of course included JJJJound, the sneaker was a dominant force. Naturally, as the brand shifted focus to other milestones and silhouettes, the shoe took a bit of a reprise. That is all changing this fall, though.
JJJJound and New Balance will connect for the fourth time this year to bring back the beloved shoe. Previous collaborations on the sneaker have explored shades of brown and green. This time, they are introducing a suede beige colorway for the Fall.
Contrasted by an all-black midsole and outsole, the sneaker looks poised to take over your rotation in the coming months- something JJJJound frequently does for many sneakerheads.
The JJJJound 990v3 “Beige” drops this Fall/Winter season.
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UPDATE: October 9th, 2026
JJJJound has officially announced the release date for their latest collaborative project with New Balance.
Reconnecting over the 990v3, the Montreal brand approached this latest project with one question in mind: “How would the 990v3 feel when made entirely in suede?” The result is a smooth rendition of the classic sneaker.
This project reimagines an iconic running silhouette through a singular material expression. By replacing the traditional mesh construction with a full premium suede upper, this edition introduces a new material language to our New Balance MADE in USA projects.
The monochromatic suede upper is contrasted by a black outsole, trims, and branding, creating a sharper, more understated character. Continuing our exploration of suede across the New Balance partnership, the shoe balances the familiarity of a heritage Made in USA runner with a truly elevated edition.
The JJJJound x New Balance 990v3 Suede drops on October 22d via JJJJound.com.
