We’ve all seen how ugly sneakers and dad style have taken over fashion, but where did it all come from? Well, New Balance is here to clear that up, with its new campaign that celebrates the launch of the latest 990 silhouette – the OG dad shoe. 

First launching in 1982, the shoe is now in its fifth iteration, only being tweaked from the previous version to bring it even closer to perfection. 990v5 features reflective elements, updated badging, and a cleaner silhouette. 

To pay homage to the longlasting legacy of the shoe, the minimal campaign features the shoe show on a white backdrop with 19 (legally approved) slogans that throwback to the original advertising for earlier versions of the shoe.

The slogans include ‘Worn by supermodels in London and dads in Ohio’, ‘Made differently than our competitors for good reason’, and ‘How shoes are supposed to be made’. For ultimate sneakerheads, the new shoe is available in its classic grey, as well as black and navy too. 

New Balance 990v5 is available now.