New Balance : Innovation and Heritage in Athletic Footwear

Introduction

New Balance is a well-regarded brand in athletic footwear and apparel, recognized for its commitment to quality, comfort, and innovation, and it holds a unique place in the sportswear market.

New Balance was established in 1906 by the orthopaedic shoemaker William R. Riley, in Boston, Massachusetts. He had the idea of inventing three-support soles after observing the stability of hens, which had three claws. This is how the brand and the origin of its name, New Balance, came about. Initially, the company only sold shoes. They were adapted to each sport: running, baseball, tennis and boxing. In 1972, on the day of the Boston Marathon, Jim Davis bought New Balance for $100,000. He is still its sole owner today. In 1976, New Balance went international. The first deliveries went to Switzerland, Denmark and Japan. The same year, the New Balance 320 model was voted best running shoe by Runner's World. Two years later, the brand launched its first clothing collection. The brand is focusing on running by sponsoring the New York Marathon in 2017 and the London Marathon in 2018. Over time, New Balance has grown into a major player in the sportswear industry, known for its performance and comfort. Today, it is the only brand with its own production sites in Europe and the United States.

New Balance has several iconic shoe models that have stood the test of time and remain just as trendy today. Here are some of the most notable:

_ New Balance 574 : Launched in 1988, this model has become a classic thanks to its timeless design and comfort. It remains highly popular among sneaker enthusiasts.

_ New Balance 990 : Introduced in 1982, the 990 is another iconic model that has endured over the years. It is often associated with a more casual and elegant style.

_ New Balance 327 : Known for its retro design, the 327 has experienced a resurgence in popularity in recent years, particularly through collaborations with artists and designers.

_ New Balance Fresh Foam : Launched in 2015, this range of shoes is appreciated for its innovative cushioning technology, offering excellent support and comfort.

_ New Balance Made : This collection emphasizes domestic manufacturing and the use of high-quality materials, making it a popular choice for those seeking locally-made products. The shoes in this collection are either produced in the United Kingdom (the Made in UK collection) or the United States (the Made in USA collection).

_ New Balance 991v2 : Originally introduced in 2001, the 991v2 gained popularity for its exceptional comfort and support. It has remained a favorite among sneaker enthusiasts and continues to be a stylish and functional choice today.

New Balance collaborates with various athletes and celebrities to promote its brand. The "We Got Now" campaign launched in 2024 features athletes like Shohei Ohtani, Coco Gauff, Sydney McLaughlin-Levrone, Jamal Murray, Tyrese Maxey, Bukayo Saka, and Cameron Brink. Here are a few more :

_ Aminé : The Grammy-nominated musician and rapper joined New Balance as a brand ambassador in 2021.

_ Jack Harlow : The Grammy-nominated musician has been featured in New Balance campaigns, including the "We Got Now" campaign.

_ Kawhi Leonard : The professional basketball player has also been part of New Balance's advertising efforts.

_ Jaden Smith : The actor, model, and musician has collaborated with New Balance on sneaker designs.

_ IU : The South Korean singer and actress has been featured in New Balance campaigns.

_ Raheem Sterling : The English football player has been part of New Balance's promotional activities.

_ Bukayo Saka : Another English football player, Saka has been associated with New Balance

In 2023, New Balance achieved sales of $6.5 billion. The brand has over 7,500 associates worldwide, with 500 company-owned outlets and approximately 3,400 New Balance outlets operated by third parties. The brand's current CEO is Joe Preston.

New Balance's evolution from a small orthopaedic company to a global leader in athletic footwear and apparel is a testament to its commitment to quality and innovation. With its rich heritage and focus on athletic excellence, New Balance remains a trusted name in the sportswear industry.