Joe Freshgoods Unveils New Balance 990v6 ‘A Friend Named Cousin’ Campaign

UPDATE 23/07/2024: Joe Freshgoods and New Balance are back with a new project: the ‘A Friend Named Cousin’ art exhibition in Paris. Running from 26TH/30TH JULY 2024 at Les Filles du Calvaire, it features Freshgoods’ latest 990v6 sneakers in red and blue – which we previously shared with you lot below.

The title ‘A Friend Named Cousin’ references the cultural practice within the Black community of referring to each other as cousins, both in real life and online, symbolising close bonds and communal ties.

As anticipation builds, Freshgoods has promised that more information about the collection will be released soon!

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ORIGINAL STORY 09/07/2024: Preparing to deliver yet another astounding collaboration, Joe Freshgoods and New Balance hint at an upcoming 990v6.

Unless you’ve been living under a rock for the past 2 years, you will have definitely seen the work of Joe Freshgoods and New Balance floating about. Delivering hits like the ‘Conversations Amongst Us’ Pack, stunning pastel 993 iterations, and a more recent take on the New Balance 1000, the alliance has truly established itself as a sneaker powerhouse. 

Now, in an Instagram post teased by the creative director himself (and in some images via sneaker leakers), it’s clear that the duo is turning its sights to the 990v6 model, across two unmissable iterations. Although we’re not sure when exactly these gem will drop, the excitement has well and truly begun.

A Closer Look at the Joe Freshgoods x New Balance 990v6…

Blue & Red (Product Codes TBC)

In true Freshgoods’ fashion, the ‘Blue’ New Balance 990v6 made its appearance nestled within a classic Insta dump. Flaunting a monochrome baby blue hue across the exterior, it’s highly apparent that the shoe doesn’t need to do a whole lot to look good. Seamlessly highlighting the intricacy and textural construction of the design across both the ‘Blue’ and ‘Red’ counterparts, it’s safe to say that less, is in-fact, more! Simultaneously allowing for versatile styling across the board, these colourful kicks might just be the finishing touch to your ‘fit that you’ve been searching for.

Although a release date remains up in the air, we can anticipate the Joe Freshgoods x New Balance 990v6 to arrive sooner rather than later. As always, stay locked to our socials @thedropdate for the latest sneaker news and updates!

In the meantime, shop all previous Joe Freshgoods x New Balance collaborations via the banner below…

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