ARTICLE BY T.S. FOX
New Balance 990V5 Allike Launch Event Recap May 2019 22 Perfect
New Balance 990V5 Allike Launch Event Recap May 2019 20 990 All
New Balance 990V5 Allike Launch Event Recap May 2019 1 Sign
New Balance 990V5 Allike Launch Event Recap May 2019 2 Photos
New Balance 990V5 Allike Launch Event Recap May 2019 3 Cocktails
New Balance 990V5 Allike Launch Event Recap May 2019 6 Box Drawing
New Balance 990V5 Allike Launch Event Recap May 2019 11 Components
New Balance 990V5 Allike Launch Event Recap May 2019 12 Upper
New Balance 990V5 Allike Launch Event Recap May 2019 14 Vodka
New Balance 990V5 Allike Launch Event Recap May 2019 21 Scarf
New Balance 990V5 Allike Launch Event Recap May 2019 23 Window Display

Event Recap: Allike Celebrate the New Balance 990v5 Launch

The American-made 990v5 has been an instant favourite since launching in North America back in April and now the rest of the world is finally getting a chance to get their hands on the latest 99x entry. In honour of the silhouette's global rollout, New Balance linked up with Allike for a celebratory pop-up at the German retailer's APG space in Hamburg.

New Balance 990V5 Allike Launch Event Recap May 2019 4 On Feet
New Balance 990V5 Allike Launch Event Recap May 2019 5 Crowd Inside
New Balance 990V5 Allike Launch Event Recap May 2019 7 Crowd Outside
New Balance 990V5 Allike Launch Event Recap May 2019 8 990V4 On Feet
New Balance 990V5 Allike Launch Event Recap May 2019 9 Green 990V4 On Feet
New Balance 990V5 Allike Launch Event Recap May 2019 10 Box
New Balance 990V5 Allike Launch Event Recap May 2019 13 Attendees Inside
New Balance 990V5 Allike Launch Event Recap May 2019 15 Og 990
New Balance 990V5 Allike Launch Event Recap May 2019 16 Attendees At Bar
New Balance 990V5 Allike Launch Event Recap May 2019 17 In Street
New Balance 990V5 Allike Launch Event Recap May 2019 18 Apg Window
New Balance 990V5 Allike Launch Event Recap May 2019 19 Apg Crown Inside

The pop-up not only gave eager NB 'heads a chance to cop the kicks, but it also showcased the evolution of the 990 since its 1982 debut thanks to a little help from Thomas Lindie and New Balance Gallery. The visual history did well to highlight how much the silhouette has evolved over the years, especially when the 990v5's shorter profile and rounded toe box are compared to its predecessors.

Attendees could also enjoy some tunes and free drinks while those who picked up a pair of 990v5s were automatically entered into a raffle to win one of five customised shoeboxes from German artist/illustrator Stefan Marx. And last but not least? Graffiti artist @glaze73 was tapped by Allike to craft a special handmade scarf for the event.

Check out the full recap above and shop the 990v5 now via Allike.

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