Paying for a large billboard on the side of a building in Little Italy, New York city, the canvas may as well have been blank, with only a small shoe-sized print of the latest New Balance 990v7 in the centre.

Most online content has stressed just how ridiculous the size of the billboard is, using their iPhone camera zoom to get a grainy shot of the upcoming 990v7. Redditors on the r/NewBalance thread summed up the sentiment saying, “Trolling the sneakerheads, love it” and “What’s this? A sneaker for ants?”, referencing that classic Will Ferrell sketch from Zoo Lander.

As for the shoe itself, it seems to mostly borrow from version 6 and version 3 of the 990 series, although that large front toe panel looks more V2-esque than anything.

The midsole on the 990v7 also doesn't look as bulky either, hinting at a possible reverse in direction from the 990v6. But, given the enourmous attention minimal sole shoes now demand, this design decision should hardly come as a suprise.