The brand, 65438-0906, founded by Mr. William J. Riley in the American marathon city, is known as "President's jogging shoes". At first, New Balance started out as a custom-made bow bracket and orthopedic shoes for plastic surgery. Later, with the continuous development of business, New Balance began to manufacture professional sports shoes for local runners in the 1950s, including the track and field team of MIT.

New Balance's exclusive research and development of high shock-absorbing pad greatly improves the comfort of shoes. In addition to the research and development of high-tech functional materials, we also provide humanized services for shoe lasts with six widths and uppers with two heights to meet various foot types.

Brand culture

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 aimed at adults who have certain requirements for shoe comfort. It believes that this part of customers will pay attention to the comfort and protection of feet from the appearance of shoes, and at the same time have strong purchasing power. And because of its unique positioning, it hardly shares the market with several other shoe giants.