［特別企画］“NB EXHIBITION”「New Balance MADE IN U.S.A.」

What New Balance has always valued is creating what they can be most confident in during each era. While cherishing what remains unchanged and passed down, they continuously update the fit, structure, and technology to meet the demands of the times. Rather than creating something entirely new, it's about what to inherit and what to change. This choice and accumulation has shaped New Balance's approach to manufacturing.
At the heart of it all is the craftsmanship symbolized by "Made in USA." Rooted in America, continuing to create products while inheriting human hands and skills—this commitment to "where, with whom, and how we make things" is also something New Balance has always valued.
This exhibition traces what New Balance has inherited and what it has updated with the times, centering on the 990 series, one of the products that symbolizes that philosophy.

Based on research, we interpret the 990 from a unique perspective.
At the venue, the research collective will provide a multifaceted analysis of the successive models from 990v1 to v6, based on their own independent research.
This book explores the technology, structure, and craftsmanship behind each model, as well as the outsole patterns, advertising, culture, and the people who wore the 990 at the time. It traces how New Balance has pursued "something better" in each era.
The characteristics and connections discovered through research are presented as illustrations and diagrams. Playlists curated for each decade are also included to convey the atmosphere of the era in which each model was created.
Starting with the 990, we broaden our perspective to people, manufacturing, culture, and cities, unraveling what New Balance has inherited and what it has updated.

An exhibition space where different forms of "creation" intersect.

Furthermore, from a unique perspective only possible at MEET YOUR ART FESTIVAL, New Balance's manufacturing process will be transformed into new forms of expression through co-creation with creators working in different fields.
From artwork inspired by "MADE IN USA" by GOO CHOKI PAR, to music by Fumitake Esaki that permeates the venue, and a fragrance created specifically for this exhibition by Kan Izumi, the expressions of creators who approach "making" in different ways intersect in the exhibition space. It is a space where you can experience New Balance's accumulated manufacturing history together with current creativity.

The latest model in the 990 series, the "990v7," was unveiled for the first time in the world.
And the culmination of that effort is the latest model in the 990 series, the "990v7." This new series, which cherishes what New Balance has inherited while updating it to be "better" for the present era, will be exhibited for the first time in the world at this exhibition.
Photography and video recording will be prohibited for both general visitors and media at the 990v7 exhibition. This will be a special opportunity for those who visit the venue to see New Balance's "new challenge" with their own eyes, prior to the world's information embargo.
Inheriting traditions and taking on challenges. What remains unchanged and what is constantly being updated.
This exhibition showcases New Balance's long-standing commitment to craftsmanship and its ongoing creativity, offering an experience that embodies their dedication to "continuously creating better products."