We’re certainly used to footwear companies sinking a ton of resources into new product launches, but sometimes it’s worth all the pomp and circumstance. In our view, the New Balance 990v7 is such an instance. The 99x series has been arguably the most important product line in the history of the brand, one that helped earn New Balance streetwear and cultural cachet through the 990v4, Americana pull through Steve Job’s early adoption (he’d later shift to the 992, a shoe he’s now synonymous with), and overall herald the focus on craftsmanship now associated with the Made in USA family writ large.

All of that leads to a first look from an unexpected source. Surely understanding the significance of their moment, New Balance invited the Washington Post to their Boston factory in a knowing nod to the DMV’s love and appreciation for both the company and the 99x lineage as a whole.…