In 1982, New Balance took one of the boldest gambles in sneaker history, venturing into uncharted territory to release the 990 into the world. The souped-up runner was like nothing else on shelves, and its $100 price tag was new to the scene too. The lofty asking price put the 990 out of reach for many, but it wasn't a shoe ever intended for every every man, woman and child; rather, the 990 was crafted for the discerning consumer, one unwilling to compromise on quality. The 990 represented the Rolls Royce of the sneaker world. It raised the bar and represented a flagship for the industry as a whole.