From the cinematic mini-teaser films shared across social media—building weeks of anticipation—to the immersive activation set inside an old apple shed in Harcourt North, every move created hype the right way. Ultimately, the beautifully designed Up There x New Balance 991 v2 MiUK collaboration sealed the deal. This 15-year project became a masterclass in how to release a sneaker properly.
The $420 AUD retail price might have suggested these would sit, especially under today’s economic conditions. However, the community proved otherwise. Sneakerheads showed up with their wallets and their feet, and the pair sold out instantly. This reaction highlights the power of a well-executed marketing and branding campaign.
Up There Store avoided loud colors and instead delivered a black-based instant classic. The upper features a premium mix of bovine full-grain leather and spacer mesh. Yet the true standout is the carbon-fiber-like mid panel, crafted from Helcor 3D Carbon leather—an unmistakable callback to one of my NB grails, the early 2000 NB 577 Carbon Fiber Pack.
Reflective hits dress the toe box, side panels, tongue, and heel. Meanwhile, thoughtful nods to Melbourne’s own Up There Store appear throughout: the upside-down “Made in England” stitching in Up There green on the tongue, the +61 Australian area code on the heel, and the “V2” stitching on the lace stay and heel tab. Even the insoles come in signature Up There green with black New Balance branding.
The package includes flat grey laces out of the box, plus two extra pairs—flat black and flat black with reflective dots. All lace tips come finished in Up There green. The midsole sticks to the classic 991 v2 look with a white forefoot and cream heel, complemented by a clean opaque heel clip. Cushioning relies on ABZORB SBS pods and FuelCell foam, while the outsole sports a gum rubber finish with an exposed FuelCell guidance line in—you guessed it—Up There green.
Aside from minor stitching inconsistencies, the materials and build quality are exceptional. As usual with Made in UK 991 v2 pairs, they run about half a size big. Wide-footers will love the room, but if you prefer a snug fit, go half a size down.
Lastly, congratulations to the Melbourne institution Up There Store for delivering an unforgettable release. Brands should definitely be taking notes. This pair easily lands in my top 10 sneaker pickups of 2025.
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