Dropping Today via EQL: “1998” Inspired New Balance 990v4 from Joe Freshgoods

EQL is stoked to be supporting the launch of the Joe Freshgoods x New Balance 990v4 ‘1998’ collaboration, live now here.

The latest from legendary designer Joe Freshgoods' and his partnership with New Balance, this trio of 990v4 sneakers was inspired by the iconic essence of the 90s. The collection pays homage to Joe’s love of the cinematography, art, and hip-hop culture of the time while dripping with luxury, nostalgia, and thoughtful design.

The Inspo

The pack includes three colorways: “Intro,” “Keisha Blue,” and “Outro” each rock a suede and mesh construction with patent leather accents. ‘Intro’ and ‘Outro’ are styled in crisp black and white, while ‘Keisha Blue’ brings in a powerful contrast in an electric blue.

The creativity and rich storytelling behind this drop is characteristic of Joe Freshgoods, an icon of the Chicago streetwear scene. JFG is known for unique approaches, show-stopping collabs, and intricate detailing that always has something to say and a unique way to say it. 

Joe also makes a point of showing love to fans in his home city, and they’re getting the VIP treatment on this drop: Chi-Town locals will get preference for securing the ‘Keisha Blue’ colorway.

The Drop

Releases from Joe generate major buzz — and unsurprisingly, they go fast. The launch opens today, Monday, December 11th at 10 am CST, and closes Friday, December 15th at 10 am CST.

JFG has teamed up with EQL to reimagine a launch with less chaos, more fairness, and bot-blocking tech that gives real fans a better shot. Plus, our Locals First functionality allows Joe to upweight locals in the Chicagoland area. 

We’re excited to help get this collection into the hands of real fans, in Chicago and around the world. And even those who don’t get the W today will be guaranteed a better chance on JFG’s next release thanks to the EQLizer algorithm that rewards fan loyalty.

Ready to shoot your shot? Enter here.