English name: New Balance(NB). Chinese name: New Balance.

From 65438 to 0906, William. Riley established a NewBalance arch brace company in Boston, the American marathon city, which specializes in customizing arch braces and orthopedic shoes for plastic surgery. The arch support device greatly increases the sense of balance during exercise, so the name NewBalance was born.

With the continuous development of business, NewBalance began to manufacture professional sports shoes for local runners in 1950s, and formally entered the sports shoes industry in 1960s.

In the 1970s, the current chairman, Mr James. Davis, who bought NewBalance on Boston Marathon Day, started a new step. Since then, NewBalance has not only devoted itself to the research and development of high-tech functional materials, but also provided humanized services with six width shoe lasts and two height uppers to meet various foot types, and it is the only sports shoe made and imported from the United States.

Its unique high damping pad can effectively absorb 99% of the ground reaction force, so it is loved by many heads of state and elites from all walks of life. It is a multifunctional shoe, which has the reputation of "President's jogging shoes" and ranks second in the United States.

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New Balance has its own unique culture:

1. Insist on producing shoes with various widths and heights: This is a design based on human nature and the most basic care, and brings the most comfortable and close-fitting shoes to every consumer.

Second, New Balance does not sign contracts with sports stars. Because shoes suitable for stars may not be suitable for most consumers, New Balance has invested in product research and development to improve product quality and increase customer satisfaction. New Balance believes that "shoes are the best spokesmen".

Third, New Balance is the only international sports brand with exclusive factories in the United States, including five in the United States and two in Europe.

Fourth, New Balance is a private company, not a listed company, which can have more room for development; At the same time, it is easier to inherit the company culture.

All along, New Balance Company has devoted itself to shoemaking technology. Today, a brand with a history of nearly 65,438+000 years continues to develop more ergonomic shoes with emerging technologies. Taking the pursuit of extremely comfortable feeling of wearing shoes as the goal, combined with the feeling of popular design, New Balance has become a perfect representative of retro and innovation.

As a global sports brand leader, New Balance adheres to the enterprise spirit of high standards of ethics, 65,438+0,000% customer satisfaction and teamwork, and makes continuous innovation and progress in scientific and technological materials, product appearance and comfort, and makes unremitting efforts to maximize the sports potential of each athlete and enjoy a balanced and comfortable life.

Another major feature of New Balance, which is different from other sports brand shoes, is the variety of sizes-New Balance offers the same size and different widths, including narrow, standard and wide styles, and there are different degrees of subdivision in narrow and wide styles, so choosing a pair of New Balance shoes will be quite comfortable to wear.

The reason why New Balance can become the second largest sports shoes brand in the United States and even beat Adidas and other brands in this extremely market-oriented country is because the company can accurately locate the market.

It is different from Nike or Adi, and its positioning is mainly for middle-aged and elderly people. It is believed that these customers need a kind of comfortable shoes more and have strong purchasing power at the same time. And because of its unique positioning, it hardly shares the market with several other shoe giants.

Baidu Encyclopedia-New Balance

New Balance China Official Shopping Mall-Brand Story