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Joe Freshgoods‘ hot streak of New Balance collaborations is set to continue with a three-pack of the 990v4 taking inspiration from the Hype Williams film “Belly,” which starred DMX and Nas, and an iconic XXL magazine cover featuring Jay-Z, DMX, and Ja Rule.
There’s room for interpretation on the three sneakers dubbed “Intro,” “Keisha Blue,” and “Outro,” especially with Joe Freshgoods yet to tell the full story himself. The “Intro” variant sees the model rendered in black and white primarily in suede and mesh but with a few hits of white patent leather. That latter detail should stand out magnificently under blacklight to mirror the famous opening scene shot at the Tunnel nightclub. Another interpretation, however, would be for the color scheme to borrow from the “Belly” poster featuring the two rap superstars in white suits with black ties.
“Keisha Blue” is the easiest of the three to interpret, as its blue-heavy look takes after the couch scene featuring Kisha, played by Taral Hicks, drenched in blue lighting — in addition to the movie opener, of course. The light blue laces will even suggest the shoe is sitting under blacklight no matter what the true lighting conditions are.
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Rounding out the trio is “Outro,” which is essentially a flip of the “Intro” version seeing black take on a more dominant role, much like the suits worn by DMX and his crew in the movie’s climatic confrontation. There was also a special edition for the “Belly” DVD release featuring an all-black cover, and another possible source material is the XXL mag cover featuring DMX, Jay-Z, and Ja Rule. All three wore all-black for the front and back covers, the latter of which revealed bats and chains held beneath their backs and was recreated by Joe Freshgoods for a campaign teaser shared earlier this month.
Each of the 990v4 trio feature Made in the U.S.A. construction and see Joe Freshgoods branding on the lateral side of the heel counter. A “1998” mark is also printed onto the mustache, which is the year “Belly” released.
“For this campaign I wanted to focus on iconic imagery from the late ‘90s,” Joe Robinson, aka Joe Freshgoods, said in a press release. “Growing up, magazine campaigns, movies and ads from that era greatly influenced my creative perspective. During this period, I began to appreciate the small details such as lights, materials and film, as well as understanding how these elements harmonize to create a cohesive visual experience. This awareness has significantly shaped my current approach to my creative work.”
All three colorways for the Joe Freshgoods x New Balance 990v4 will release Dec. 16through the Joe Freshgoods’ website. The “Intro” and “Outro” colorways will be available for shipping within the U.S. and to select countries, with an option for pickup in Chicago also available. However, the “Keisha Blue” colorway will only be available to pick up in Chicago. The raffle for all three pairs is open now through Dec. 15.
New Balance will then host another release for the “Outro” pair only Dec. 22 through its website. Pricing for all three colorways is set at $220.
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About the Author:
Ian Servantes is a Senior Trending News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.
