Joe Freshgoods Reimagines New Balance 990v4 with 'Belly' Inspiration

A trio of colorways pays homage to the iconic 1998 American crime drama.
Shoe Game
November 28, 2023
Written By
Williams Falodun
In this Article

Following his collaboration with New Balance on the limited-edition 650 “STUNTMAN” model in September, Joe Freshgoods has once again partnered with the Boston-based footwear label for a new collection featuring the iconic 990v4 silhouette. This time, the Chicago designer draws inspiration from Hype Williams' 1998 American crime drama, Belly.

Joe Freshgoods unveiled the new 990v4 sneakers through Instagram, introducing three distinct colorways with names like “Intro & Keisha Blue & Outro ‘1998.’” Departing from his usual vibrant palette, this collection adopts a more muted tone. The "Intro" and "Outro" models feature blends of blacks, whites, and greys, while the "Keisha Blue" design is presented in a monochromatic blue finish. The shoes incorporate a mix of textures, including mesh, suede, and leather.

Notable design elements include the substitution of the typical 990 iconography with the "JFG" logo on the lateral heel. The back of the shoe features lettering that reads “1998” and “Made in the U.S.A.”

In addition to the footwear, Joe Freshgoods’ latest collaboration with New Balance will also include apparel inspired by popular streetwear styles from the era depicted in Williams’ acclaimed film.

While an official release date for Joe Freshgoods’ New Balance 990v4 collection has not been disclosed, it is anticipated to drop before the year concludes. Explore the collection in detail in the accompanying gallery.

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