New Balance has incorporated a tribute to Steve Jobs into its 992 Core sneaker product gallery, recreating the late Apple co-founder’s pose from the January 2010 iPad launch event in a lifestyle photo that surfaced around the 15th anniversary of his death.
Shoppers browsing the product page for the New Balance 992 Core running shoes will find a visual reference tucked away at the end of the photo gallery. The image features a model sitting cross-legged in a black leather armchair while wearing a pair of the grey trainers, immediately evoking memories of the technology executive’s stage appearances.
New Balance Recreates the January 2010 iPad Launch Pose in the 992 Core Gallery
The composition mirrors a moment from January 2010 when Apple presented the original iPad during a press event in San Francisco. During that presentation, the then-Apple CEO sat in a stage chair wearing his signature black turtleneck, Levi’s 501 blue jeans, and a pair of grey New Balance shoes with his left leg crossed over his right.
Product listings for the 992 Core in three other color combinations do not feature this particular composition, but the dark and light gray version includes the staged shot at the conclusion of its image rotation. The model wears dark denim and a dark top while mimicking the posture and furniture setup from the historical tech presentation. Apple devotees will likely recognize the reference immediately, as the brand has embedded a nod to Steve Jobs within the 992 footwear imagery.
Public Reaction and Timing Around the 15th Anniversary of Steve Jobs Death
Apple enthusiasts and sneaker fans began circulating the image online around Oct. 5, coinciding with the 15-year anniversary of Jobs’ death from complications related to pancreatic cancer. Social media users pointed out the parallel, interpreting the staging as an online homage to the computing pioneer.
“New Balance’s marketing team deserves a trophy for this masterclass,”
Thomas Ryvol, French branding expert, via Yahoo
Other observers weighed in on the discovery as the image gained traction across platforms like X. By posting the side-by-side images along with an evaluation of the promotional strategy, tech enthusiast Ben Geskin noted that the posture mirrors a picture of Jobs introducing the original iPad in January 2010.
“Such a cool little tribute.”
Ben Geskin, tech enthusiast, via Fashiontimes
The Long History Between the Apple Co-Founder and the New Balance 900 Series
The footwear choice forms a part of the uniform Jobs wore consistently during public appearances, which Walter Isaacson documented in his biography as a choice for daily convenience and signature style. The 992 model debuted in the mid-2000s and became widely described as the Steve Jobs shoe
because of how frequently he wore the grey trainers on stage. In January of the following year, he stepped away from Apple on medical leave before officially stepping down as CEO in August of that same year, passing leadership over to Tim Cook.
Internet lore has suggested that Jobs played a direct role in designing the 99X series, but available records urge caution with that claim. Complex reported that New Balance employees did not confirm a direct collaboration, and designer Jonathan Bacon stated he did not work with Jobs on the model.
Pricing and Official Stance from New Balance on the Lifestyle Image
New Balance currently lists its Made in USA 992 Core at $199.99 (approximately £150) in the United States. Why did the company not immediately respond to inquiries asking whether the lifestyle photo was intentionally designed as a tribute to Jobs?