New Balance welcomes the first 99X in the series to be independently designed and built out of the UK, the 991v2. The new version introduces a streamlined look and FuelCell technology, for an evolved take on a signature design. Through a romantic lens, the campaign film follows a pair of boxed 991v2s from the Flimby factory, on a car journey into Milan, paying homage to the 991’s Italian connection. The boxed pair ends up with its new owner – Massimo Bottura, world-renowned Michelin Star chef and 991 enthusiast, who owns over 100 pairs of New Balance. In the early 2000s, the New Balance 991 became a spontaneous phenomenon in Italy, picked up particularly by those who worked in creative industries, drawn in by the craft and detail. The pick-up with consumers wearing the 991v1 for style (rather than running) started in the north of Milan and then into the east to cities like Florence/ Bologna, with consumers pairing it with premium suits, thanks to the model’s sleek aesthetic and flowing sole unit. The 991 became the top shoe count at Pitti tradeshow, as male fashion enthusiasts gravitated toward the model. The demand and visibility here fuelled interest in the wider Italian population. The strong culture of shoe making in Italy helped make the 991v1 resonate there in particular, with the quality and what ‘Made’ stood for striking a chord with local consumers. Flimby continues to deliver some of New Balance’s most loved models and is home to long-serving factory associates, with generations of families working on the production line. Made in UK’s rich back catalog enables New Balance to continuously draw inspiration to create quality new shoes that are coveted the world over. The updated design elements are carefully considered and intended to elevate both the visual and on-foot experience. The subtle change in shape to the upper paneling is intended to better showcase the premium pigskin suede, while the teal ABZORB SBS utilized is sourced from an archival 998 colorway. The tongue, for the first time, reads ‘Made in England’, a subtle nod to the 991’s status as a signature MADE in the UK model. Available From 24th October, 2023, Newbalance.co.uk