From 65438 to 0906, William. Riley founded 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. "If you wear New Balance, you must be an excellent runner!" -jim davis, CEO of New Balance Company. From 65438 to 0906, William J.Riley established a dental arch appliance company named New Balance in Boston, USA, specializing in plastic surgery to customize dental arch appliances and orthopedic shoes. One day, when he was observing the chicken in the yard, he found that the three claws of the chicken could keep balance, so he applied this inspiration to the design and development of the arch bracket, and the name of New Balance came into being, and the fact that Mr. Riley got inspiration from the shape of the chicken claws became a legend. With the continuous development of business, New Balance began to manufacture professional sports shoes for local runners in 1950s, including the track and field team of MIT. 1956, Mr. and Mrs. Paul bought New Balance Company from Mr. Riley. Since then, footwear manufacturing has developed into the main business of the company's steady growth. 1960, New Balance produced the ""『TRACKSTER』 ""series of sports shoes, which is the first sports shoes in the world that can provide multi-width shoe last, and has become a great innovation in the footwear industry. 1972, Mr. jim davis, the current chairman and CEO of New Balance, bought New Balance Company on Boston Marathon Day. At that time, New Balance produced 30 pairs of competition shoes every day, which could provide five last widths and two upper heights. Although the cost is high, New Balance spares no effort to let athletes show their sports potential to the maximum. 1976, New Balance first introduced C-hat shoes made of high shock-proof and durable materials, and 320 jogging shoes developed in the same year were selected as "the world's first jogging shoes" by Runner's World sports magazine. Fleming, the marathon champion at that time, wore 320 running shoes and later became popular all over the world. 1984, New Balance developed the shock absorption material-ABZORB. ABZORB is a patented all-chip damping material, which ensures the safety and comfort of damping more completely; At the same time, it absorbs more than 99% of the ground reaction force to avoid sports injuries of athletes' spine, knees and ankles due to improper ground reaction force; 1985, new balance introduced ENCAP 1300 sports shoes with emphasis on dispersed weight; The main design of these products is to fix the whole footboard and let the toes move freely to reduce the burden on the feet during running. New Balance's unique width and size system allows consumers to freely choose shoes suitable for their feet, from which we can see that New Balance is considerate to users' careful design. 1999 New Balance was selected as the champion of cross-country shoes by American Runner Today magazine. In 2002, Kanoch broke the world marathon record in 2 hours, 05 minutes and 38 seconds wearing New Balance shoes and continued to hold the world marathon record. From 199 1 to 2002, New Balance has become the fastest growing sports brand in the world, ranking fourth in the world and second in the United States. Many heads of state and entrepreneurs are users of New Balance, which proves its excellence and top quality. Mr. jim davis, CEO of New Balance Company, is a professional long-distance runner who has participated in marathons many times. Before shoes formally entered the production stage, Mr. jim davis personally participated in the development of shoes. In order to achieve 100% customer satisfaction, Mr. jim davis can burn a batch of tens of thousands of shoes that do not meet the quality requirements. Therefore, every pair of New Balance shoes has undergone very strict quality control. New Balance has its own unique culture: Adhere to the production of shoes with various widths and heights: this is a design based on human nature and the most basic care, bringing the most comfortable and close-fitting shoes to every consumer. ? 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". ? 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. ? 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 brand of sports shoes in the United States, and even beat brands such as Adidas, is because the company can accurately position the market in this extremely market-oriented country. Unlike Nike or Adi, its positioning is mainly aimed at middle-aged and elderly people. It believes that these customers need a pair of comfortable shoes more, and they also have strong purchasing power. And because of its unique positioning, it hardly shares the market with several other shoe giants.