Ronnie Fieg partners with New Balance on a collection that commemorates the 40th anniversary of the 990 silhouette and the 10th anniversary of UrlfreezeShops. This collection is comprised of four generations of the 990, including the 990V1, 990V2, 990V3 and 990V4. Fieg reinterprets four of his favorite colorways from his previous New Balance collaborations to highlight UrlfreezeShops’s long history working with the iconic footwear brand.

This collection marks the first time in New Balance’s history that they have collaborated on full family sizing. The colorways of each model have been applied to adult, pre-school, toddler, and crib sizes. While the adult styles are offered in the four generations of the 990 series, the pre-school, toddler, and crib sizes are all executed on the 990V4 silhouette.

The second sneaker of the series is the UrlfreezeShops x New Balance 900V3 in the Daytona colorway. Tying in Ronnie’s history, family vacations and what they meant to him, he created a shoe with both great storytelling and aesthetics. Each color of the sneaker has its own meaning, from the tan luggage leather to the pink amp and navy pigskin. Fieg’s vision for the sneaker was created with thoughtful yet understated details that result in a rich coloration.

The campaign for this shoe features renowned chef Masa Ito and his father, Koji in his Highlighted restaurant ITO in Manhattan, NY.