Researched New Balance guide
New Balance Authentication
How to tell if New Balance shoes are real: model and version, materials, tongue labels, the QR code on pairs made from May 2025, and where New Balance sells.
Direct answer
To tell if New Balance shoes are real, identify the exact model, version, colorway and size, then compare the upper, sole, tongue label and box label with same-version references. For pairs made from May 2025, New Balance says a QR code on the tongue label opens a microsite whose sizing and other details should match the shoe. Earlier pairs cannot be self-checked this way, and a printed code can be copied, so treat a match as supporting context.
New Balance QR Code Authenticity Check ExplainedComplete review
How to approach New Balance authentication
Exact model, version, and line
Name the model and version, such as a 550, a 9060 or a Made in USA 990v6, along with the colorway, style number, size, width and whether the listing claims a Made in USA or Made in UK pair.
Upper, midsole, and outsole
Compare the upper materials and overlays, the midsole, the outsole and the overall shape with same-version, same-colorway references, since New Balance uses different materials and technologies across models and versions.
Tongue label, QR code, and box label
Check that the tongue label is present and agrees with the box label and the listing, and on pairs made from May 2025, that the QR code opens New Balance's microsite rather than a store or another website.
Photos a reviewer needs
Photograph both shoes from every side, the tongue labels up close, a screen recording of any QR scan, both insoles, both outsoles, the box label, and the receipt or listing.
Photo guide
Photos to take of your New Balance shoes
The Vereev app's photo guide for shoes lists these 11 angles, and the numbers on the drawing match the list.
Full Pair
Show both shoes together so a reviewer can see overall shape, symmetry, color, and condition.
Tongue
Capture the tongue shape, label placement, stitching, padding, and material texture.
Size Label
Show the size tag clearly so the SKU, production dates, typography, and spacing can be checked.
Insole Top
Remove the insole if possible and photograph the top print, logo, shape, and wear pattern.
Insole Bottom
Capture the underside of the insole, including foam texture, glue marks, stamps, or cut shape.
Inner Construction
Photograph the inside of the shoe so stitching, strobel board, lining, and inner finish are visible.
Shoe Tree / Inserts
Include shoe trees, paper stuffing, inserts, spare laces, or accessories that came with the shoes.
Box Label
Show the main box label with SKU, size, barcode, product name, and printing quality.
Box Details
Capture extra box angles, stickers, stamps, damage, or production marks.
Packaging Overview
Include the full box, wrapping paper, receipt, tags, or proof of purchase if available.
Outsole
Show the bottom of both shoes side by side, with the full tread pattern, logos, and molded markings clearly visible.
Follow the same angles in the app
The Vereev app shows a sample photo for each angle when you submit New Balance shoes. Sharp, same-item photos give the reviewer the evidence this page describes; packaging and documents help when you have them.
See the app's 11 sample photos for sneakersBrand evidence guide
What to review on New Balance items
Which New Balance model, version, and line are you checking?
New Balance sells many models, and its own site lists top styles such as the 9060, 574, 530, 327 and 990. Sneaker press and resale platforms also cover models such as the 550, 2002R and 1906R, so start by naming the exact model rather than judging a pair by its general look.
Version numbers matter. New Balance describes the Made in USA 990v6 as a set of performance-inspired updates that drop the standard midfoot saddle, and its Made in USA collection lists the 990v4 alongside it, so a detail that is normal on one version can look wrong next to another.
Record the colorway, style number, size and width from the listing, labels and box, and note whether the seller claims a Made in USA or Made in UK pair. Collaborations and special editions add their own details, so compare them only with references for the same release.
- Model and version, such as 990v6 rather than just 990
- Colorway and style number, such as M990GL6, a gray and white Made in USA 990v6 listed on New Balance's site
- Size and width
- Line claimed by the seller: Made in USA, Made in UK, or neither
- Collaboration or special edition name, if any
- When the pair was bought and roughly when it was made, since New Balance ties its QR code to pairs made from May 2025
What do Made in USA and Made in UK mean on New Balance shoes?
New Balance says its Made in USA footwear contains a domestic value of 70% or more, and that Made in USA makes up a limited portion of its US sales. Its Made in USA collection lists models such as the 990v6, 990v4 and 993.
For its UK line, New Balance traces its made in England craftsmanship to 1982, and its Made in UK page centers on Flimby, a village of fewer than 2,000 residents on the coast of the Irish Sea. That collection lists the 991v1, the 991v2 and the Allerdale.
Because New Balance says Made in USA is a limited portion of its US sales, many New Balance shoes sold in the US come from outside that line, and a label naming another country is expected on many models. What matters is whether the origin on the labels and box agrees with the model, version and line the listing claims.
How do reviewers compare materials, midsoles, and outsoles?
New Balance's materials differ by model and version, so compare each pair with its own listing. For the Made in USA 990v6, New Balance lists a mesh upper with pigskin suede and synthetic overlays, FuelCell foam, ENCAP midsole cushioning that combines lightweight foam with a durable polyurethane rim, reflective accents and a TPU back tab.
Sneaker press and resale coverage of 550 colorways describes leather uppers, with suede on some colorways. Reviewers compare the panels, overlays, stitching, midsole shape, outsole, insole and overall shape with references for the same version, colorway and size.
Factory, season, size, wear, cleaning and repairs all change how a pair looks and feels. Record them as condition and context rather than treating any one difference as a verdict.
- Upper materials and how the panels and overlays are laid out
- Stitching along the overlays, heel and toe
- Midsole shape and any named technology, such as ENCAP on the 990v6
- Outsole pattern and color, photographed flat
- Insole and lining
- Overall shape from the side and from above, against the same size
What does the QR code on a New Balance tongue label check?
New Balance says that, starting in May 2025, it is replacing the data matrix on its shoe tongue labels with a QR code that resolves to a microsite for self-authentication. It asks you to scan the code and compare the sizing and other information on the microsite with the physical shoe, and it presents a match as meaning the shoe is authentic.
New Balance also says a shoe is not authentic if the code resolves to an e-commerce site or any other website, even a legitimate New Balance-owned one, or if the shoe has no tongue label. Shoes made before May 2025 will not have the QR code, and New Balance says they cannot be self-authenticated.
Its counterfeit page does not print the microsite's address, but New Balance runs an authentication page at authenticate.newbalance.com that asks you to compare your product with details including size, width and style number. A printed code can be photographed and reproduced on another label, so treat a match as supporting context that the rest of the pair must agree with.
- Scan the QR code on the tongue label and read the web address that opens
- Compare the sizing, width and style number shown with the pair, the box label and the listing
- Stop if the code opens a store, a social media page or any other website
- Screen-record the scan from the label to the result
- Expect no QR code on pairs made before May 2025, which New Balance says cannot be self-authenticated
Where does New Balance sell, and what does it say about fake websites?
New Balance says gear bought from newbalance.com, joesnewbalanceoutlet.com and its authorized athletic footwear retailers is backed by its satisfaction guarantee, and it offers a Find a Store tool plus a country selector for international retailers. It says it does not offer its products for sale through individuals, street vendors, flea markets or house parties.
New Balance warns that counterfeit websites often use the words New Balance in the web address and copy the content and layout of newbalance.com, and that counterfeits also appear on discount e-commerce marketplaces and commercial social media accounts. It adds that if a price seems too good to be true, the product is probably fake.
New Balance asks people to report counterfeit products to counterfeits@newbalance.com, and says that address is for reports only and cannot be used to request authentication. Keep the listing, messages and payment record in case you need to report a seller.
- Check that the site is newbalance.com, joesnewbalanceoutlet.com or an authorized retailer
- Remember that New Balance says a site with new balance in its address is not necessarily licensed to sell its products
- Compare the price with the same model and version from authorized sellers
- Be cautious with new pairs offered on commercial social media accounts or discount marketplaces
When should you get an independent review?
Get an item-level review when you are buying outside newbalance.com, joesnewbalanceoutlet.com or an authorized retailer, when a pair was made before May 2025 and cannot be self-checked, when the QR result or labels do not match the pair, or when a listing claims a Made in USA or Made in UK pair you cannot confirm.
Vereev is independent of New Balance and reviews the model, materials, construction, labels, any QR result and the seller's evidence together, recording what the photos can and cannot show. Its result is not a New Balance determination.
- Both shoes from the outer side, inner side, front, back and top
- The tongue labels up close, flat and in focus
- A screen recording of any QR scan, from the label to the page that opens
- Both insoles and both outsoles
- The box and its label
- Receipt, listing and seller messages
Model-specific checks
Most-searched New Balance models
Compare each piece with references for the same version, size, and period. These are the details a reviewer photographs and compares first.
550
The 550 debuted in 1989 as a basketball shoe and returned in 2020 through collaborations with Aimé Leon Dore, according to sneaker press and resale coverage. It now comes in many colorways, so match the exact colorway and style number before comparing details.
Check and photograph
- Colorway and style number on the listing, tongue label and box, matched to each other
- Side profile and toe shape against the same colorway and size
- Leather and suede panels, overlays and stitching
- The N logo and heel details, photographed straight on
- Both outsoles and, on pairs made from May 2025, the QR result from the tongue label
9060
The 9060 debuted in 2022, and New Balance lists it among its top styles for men, women and kids. Because it comes in many colorways and size runs, confirm the exact colorway, size and style number before comparing the sole, upper and logo.
Check and photograph
- Style number and size on the tongue label and box, matched to the listing
- Sole profile from both sides against the same colorway and size
- Upper materials and color blocking against the same colorway
- The N logo and tongue details, photographed up close
- On pairs made from May 2025, the QR result compared with the pair
Made in USA 990
New Balance's Made in USA collection lists the 990v6 and 990v4, and the brand defines Made in USA footwear as having a domestic value of 70% or more. It describes the 990v6 upper as pigskin suede and synthetic overlays that run from heel to toe across a mesh underlay without the standard midfoot saddle.
Check and photograph
- Version number and style number on the tongue label, box and listing
- Country-of-origin wording on the labels and box, matched to the Made in USA claim
- Overlay layout from the side, compared with the same version
- Midsole, back tab and reflective details against the same version
- Both insoles and both outsoles
Made in UK 991
New Balance's Made in UK collection lists the 991v1 and 991v2, and its Made in UK page traces the brand's made in England craftsmanship to 1982 and to Flimby, on the coast of the Irish Sea. Confirm which version you have and that the labels and box agree with a Made in UK claim before comparing details.
Check and photograph
- Version, 991v1 or 991v2, and style number on the tongue label, box and listing
- Country-of-origin wording on the labels and box
- Upper materials, overlays and stitching against the same version and colorway
- Side profile, midsole and outsole
- Receipt or listing showing where the pair was first bought
Warning signs
When New Balance items need a closer look
Each sign is a reason to ask more questions or get an item-level review. None is a verdict on its own.
- The listing uses stock images or a single angle, with no photos of the tongue labels, insoles, outsoles or box label.
- The website is not newbalance.com, joesnewbalanceoutlet.com or an authorized retailer, yet it uses New Balance in its web address and copies the look of newbalance.com, a pattern New Balance warns about.
- The price seems too good to be true, which New Balance says probably means the product is fake.
- New pairs are offered through street vendors, flea markets, house parties or commercial social media accounts, where New Balance says it does not sell or where it says counterfeits appear.
- The tongue label is missing, cut or looks replaced, and New Balance says a shoe without a tongue label is not authentic.
- A pair presented as made from May 2025 has no QR code, or the code opens a store, a social media page or any website other than New Balance's microsite.
- The size, width or style number on the QR result, labels, box and listing do not agree with each other or with the pair.
- A listing claims Made in USA or Made in UK, but the model, version or labels do not match New Balance's own collection pages for that line.
Research library
New Balance tools and guides
Category guide
Sneaker Authentication
Build a full evidence set for sneakers covering shape, materials, soles, labels and packaging.
Open resourceOfficial code guide
New Balance QR Code Authenticity Check Explained
How the tongue label QR code on New Balance shoes made from May 2025 works, how to use it, and what it cannot tell you.
Open resourcePhoto preparation
Authentication Image Guidelines
Prepare complete same-item views and sharp category-specific close-ups before submitting.
Open resourceEvidence standard
Vereev Authentication Methodology
See how Vereev weighs multiple signals, records limits, and avoids treating one code or logo as a verdict.
Open resourceCommon questions
New Balance authentication FAQ
How can you tell if New Balance shoes are fake?
Identify the exact model, version, colorway and size, then compare the upper, midsole, outsole, tongue label and box label with same-version references and check where the pair was sold. On pairs made from May 2025, scan the QR code on the tongue label and compare the details on New Balance's microsite with the shoe.
Does New Balance have a QR code to check if shoes are real?
Yes, on shoes made from May 2025. New Balance says it is replacing the data matrix on its tongue labels with a QR code that resolves to a microsite, where you compare the sizing and other information with the shoe; pairs made earlier will not have it and cannot be self-authenticated.
What if the New Balance QR code opens the New Balance website?
New Balance says that if the code resolves to an e-commerce site or any other website, even a legitimate New Balance-owned one, the shoe is not authentic. Stop and ask the seller questions before paying.
Can New Balance tell me if my shoes are real?
New Balance asks people to report counterfeits to counterfeits@newbalance.com, but says that address is for reports only and it cannot respond to requests to authenticate products. Its self-check is the QR code on the tongue labels of shoes made from May 2025.
Where are New Balance shoes made?
It depends on the model and line. New Balance says its Made in USA footwear contains a domestic value of 70% or more and is a limited portion of its US sales, and its Made in UK page centers on Flimby, a village on the coast of the Irish Sea, so check that the labels and box agree with the line the listing claims.
Where can I buy authentic New Balance shoes?
New Balance says gear from newbalance.com, joesnewbalanceoutlet.com and its authorized athletic footwear retailers is backed by its satisfaction guarantee, and its Find a Store tool lists stores. It says it does not sell through individuals, street vendors, flea markets or house parties.
Sources and further reading
Evidence behind this guide
- New Balance official counterfeit products pageOfficial brand source
- New Balance official authentication pageOfficial brand source
- New Balance official Made in USA collectionOfficial brand source
- New Balance official Made in USA 990v6 product pageOfficial brand source
- New Balance official Made in UK collectionOfficial brand source
- Sneaker News on the New Balance 550 (2024)Established secondary source
- Laced on the New Balance 550 (2022)Established secondary source
- GOAT beginner's guide to the New Balance 9060Established secondary source
Related brand research
Authentication guides for related brands
Evidence standard
Codes and tags are context, not verdicts
Vereev is independent of New Balance and has no affiliation with it. New Balance says shoes made from May 2025 carry a QR code on the tongue label that opens a microsite for comparing the shoe's details, and that its counterfeit reporting email cannot answer authentication requests.
Vereev is an independent authentication service and is not affiliated with, endorsed by, or sponsored by New Balance.
Read our research methodology