The Festival Shoe

An opportunity to experience a music festival like never before.

On September 23rd music fans around the country will assemble on a hilly farm in Franklin, Tennessee for two days of "down home" music and culture in a small town where many country, pop and indie musicians reside.

Musical artists, merchants and makers will display their very finest and fans will participate in a unique festival experience. In celebration of the 990’s 35th anniversary, New Balance is offering up a one of a kind way to enter and experience the festival—The limited edition New Balance Festival 990.

The First of Its Kind

New Balance 990 - FESTIVAL EDITION

The iconic American-made shoe first designed, and then carefully refined to be the best running shoe possible, is now equipped with an RFID chip embedded within its premium, handcrafted materials. With every step, music fans and a limited number of friends will unlock exclusive access, content and experiences—from entrance to the festival to a New Balance experience featuring custom artist Q&As, screen-printed posters, and a look into the 990 history and manufacturing process.


Centrally located within the festival grounds, the 990 | MADE Experience will give all atendees the opportunity to learn more about the iconic 990 and interact with their favorite Pilgrimage Culture and Music Festival artists.

Hands-on look at the history and manufacturing process of the 990

Personal fitting and a custom design station where festival-goers can create and order their own personalized pair of 990s

Those wearing the New Balance 990 Festival Edition will receive custom screenprints created on-site by local artists, and be able to participate in Q&A sessions with performing acts where they discuss the making of their most well-known songs.

The launch

200 pairs of these limited edition 990s will be available for purchase at select New Balance stores and With help from a Pilgrimage Music and Cultural Festival performer, fans and followers on social media will be the first to know when and where they can grab their pair. Not just a ticket and more than a souvenir, these Limited Edition 990s make for an experience as legendary as the shoe itself.

Legendary Welcome

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