Fifteen years after his death, New Balance is paying homage to Steve Jobs by recreating the tech giant’s signature look in a new promotional campaign.
The image is burned into the collective memory of the tech industry: Steve Jobs. dressed in a black turtleneck and Levi’s. sitting in a black leather armchair with his legs crossed. It was January 2010 in San Francisco. and as he introduced the world to the iPad. his feet were tucked into a pair of grey New Balance 992s.
Fifteen years after his death on October 15, 2011, that exact silhouette has resurfaced. On its website. the Brighton-based company has unveiled a promotional photo for the 992 that mirrors the legendary keynote moment: a model wearing a black shirt and blue jeans. posed in a black leather chair with legs crossed. wearing the iconic sneakers. The tribute arrives as fans and industry leaders. including former Apple CEO Tim Cook and current CEO John Ternus. observe the 15th anniversary of Jobs’ passing.
The 992 has deep roots in the company’s history, originally debuting in 2006 to mark the brand’s centennial anniversary. While the shoes were a staple of Jobs’ wardrobe—first spotted at his 2007 iPhone keynote—the model was kept in stock until 2010 before being re-released a decade later. A new collaboration featuring musical artist Aminé is set to launch this week. bringing the shoe back into the spotlight alongside the homage.
For a brand that has long relied on its reputation for being worn by high-profile figures. the gesture serves as a quiet acknowledgment of the man who turned the grey-and-white trainer into a symbol of Silicon Valley’s informal uniform. New Balance noted on its website that the 992 remains a favorite among such figures. though this week. the spotlight remains firmly on the legacy of the man who first made them a hallmark of innovation.
Steve Jobs New Balance 992 Apple tribute fashion sneakers