Sneaker Brands Compete To Uncover the Next Super Foam Innovation

For more than 40 years, the New Balance 990 running sneaker has maintained widespread popularity. Therefore, when designers at the Boston-based footwear company proposed adding a cushy foam to increase the midsole by approximately 2 millimeters, they had pushback. Referring to the move, which occurred in late 2022, vice president of global footwear design at New Balance, Brad Lacey, said it was “hotly debated.”
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