new balance

Launched in Boston, Massachusetts (USA) in 1906, under the label The New Balance ArchCompany,the firm became an expert in the manufacturing of orthopaedic soles and shoes then of high-techrunning shoes. In 1961Trackster was launched: it’s the first running shoe that exists in various widthoptions.In 1972, Jim Davis, the current owner and CEO, bought New Balance the very day of Boston’sMarathon. He promised to keep the standards of the brand such as performance and quality. Theworkshop used to produce 30 pairs a day. Four years later the 320 model was promoted as the bestrunning shoe on the market and the brand got global. The number-one priority is the product itself:English and American production as a quality guarantee, various width options for each size, massiveinvestments in research & development… The marketing strategy epitomizes these commitments,actually refusing to use sports superstars as a communication tool, because the brand has to rely onproducts rather than on icons that would represent it.Since then New Balance has diversified their production with a complete range of sports shoes andclothes. This clever strategy made the brand rank 4th in the world with a turnover of 1.8 billion$ in2010.

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