New Balance dark red

Look sporty even without sports. That is the motto of New Balance. The shoe manufacturer combines elements from sports shoes with those of everyday shoes and thus produces an absolutely new category of shoes. Their shoes are made from fine materials like suede to offer high quality and differentiate themselves from other brands. Their ever-growing portfolio of new models and designs is receiving great acclaim in today's fashion world.

Founded

New Balance Athletic Shoe, Inc. is an American sports fashion manufacturer based in Boston. English immigrant and founder of the company William J. Riley came up with the name "New Balance" when he saw chickens walking on their three legs. With the help of entrepreneur Arthur Hall, they produced shoes for sports. Orthopedists Eleanor and Paul Kidd designed the "Trackster" and the first running shoe with a wavy sole. Thus, they shaped the entire future products. In 1963, the Trackster was the most frequently run running shoe. New Balance did not do any direct advertising at the time. Marketing - if you want to call it that - was exclusively by word of mouth or sports fairs, and the team of six made 30 shoes a day.

Progress

Jim Davis bought the company in 1973 and changed basic production factors. The product range was expanded due to the running boom that took place in the 70s and at the same time an America-wide distribution network was established, which was imported to Europe in the same decade. Today New Balance employs about 4000 people. Their products are distributed in 120 countries and manufactured in six locations on a global scale. New Balance sponsors various first division teams in European soccer such as FC Porto, Sevilla FC and Liverpool FC. Even Steve Jobs was an indirect representative. His appearance was always characterized by gray 991s New Balance.