In August 2018, New Balance joined forces with Shoe City, a retailer, as well as DMV streetwear brand EAT (Elevate All the Time), to revamp the 990v4. Manufactured in the USA, this running shoe retains its classic grey hue on the mesh inlay of the upper, but adds a vibrant touch to its pigskin suede overlays. The toe features a striking red color, while the quarter panel is adorned in yellow and the heel showcases a vivid blue shade. This energetic and colorful update was released simultaneously with the adult-sized version, catering to the style-conscious grade school audience.