If you’re in the market for running shoes and land on the product page for the New Balance 992 Core, you’ll see a photo of someone sitting cross-legged in a black leather armchair, wearing a version of the kicks in dark and light gray with white accents. If you followed Apple during the Steve Jobs era , the photo might seem strikingly familiar.

The image recalls a scene from January 2010, when the then-Apple CEO introduced the original iPad. During a high-profile press event in San Francisco, he sat on a spare stage in a black Le Corbusier chair, wearing his signature black turtleneck and Levi’s 501 blue jeans, along with black socks and a pair of gray New Balance shoes, his left leg crossed over his right.

In a product shot for the new Made in USA 992 Core on the New Balance website, a model wearing a similar getup strikes the same pose.

New Balance didn’t immediately respond to a request for comment on whether the lifestyle image in its 992 Core product gallery deliberately pays homage to Jobs. However, the company does note in a blurb on the shoe’s legacy that the 992, released in 2006, “is well known for regularly appearing on the feet of some high-profile public figures.”

It’s impossible to miss the parallels between the product shot and images from the event where Jobs famously introduced Apple’s tablet after months of rumor and speculation.

Apple fans first began sharing the New Balance image evoking Jobs surfaced around Oct. 5, the 15-year anniversary of Jobs’ death from complications related to pancreatic cancer, and are speculating that the company snuck in a quiet online tribute to the computing pioneer.

The apparent Easter egg shows up at the end of a standard-looking product gallery that displays the 992 Core from all angles. Product pages for the model in three other color combinations do not include a photo like it.

“New Balance’s marketing team deserves a trophy for this masterclass,” Thomas Ryvol, a French branding expert, wrote on X . Wrote tech enthusiast Ben Geskin, “Such a cool little tribute.”

The simple signature outfit Jobs wore at Apple product reveals became as much a part of the widely watched events as the “one more thing” he’d often drop at the end to signal he had more to present. He is known to have frequently worn both New Balance 991s and 992s, the latter of which some even call the “Steve Jobs shoe.”

Walter Isaacson, Jobs’ biographer, wrote that his subject “came to like the idea of having a uniform for himself, both because of its daily convenience (the rationale he claimed) and its ability to convey a signature style.”

The 2010 iPad reveal marked one of the last times Jobs appeared on stage. He took a medical leave of absence from Apple in January of the following year and officially resigned as CEO in August of the same year, handing the reins to Tim Cook .