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IN FOCUS: NEW BALANCE

Innovation, signature style + comfort

 

Celebrating over a century in market leading sportswear innovation, footwear brand New Balance continues to propel athletes to achieve their best and individuals to live active lifestyles through their comfortable and technologically advanced sneakers. Founded in 1906 as the ‘New Balance Arch Support Company,’ innovation has been at the forefront of the company since its inception. Today, New Balance fuses function and fashion with signature models, a recognisable aesthetic and reliable quality that feature gel inserts, heel counters and a contemporary design aesthetic. Solid construction and modern design ensure a superior fit and performance technology through high-tech fabrications and custom-developed sole units.

 
 

Founded in Boston by William J. Riley, his focus was on the manufacture of arch supports and accessories designed to revolutionise shoe fit and comfort. Riley developed his flexible, triple support point foot supports inspired originally by the chickens he kept in his yard; observing how their three-pronged feet resulted in perfect balance. The company momentarily changed its name to ‘New Balance Orthopedic Laboratory’ in 1956 when innovation and technology were the focal points following the end of the Cold War – featuring the word ‘laboratory’ in the name implied a scientific approach to design and thus demonstrated a true reflection of post-war marketing. Taking over their father’s company in 1960, Eleanor and Paul Kidd designed and manufactured New Balance’s first sneaker ‘The Trackster’ and also the world’s first ripple-soled running shoe available in varying widths which would be worn by numerous local Boston university cross-country teams before spreading country-wide.

Although manufacturing sneakers for over two decades, it wasn’t until 1960 when the brand’s most prolific ripple-soled sneaker garnered its reputation as the first sports shoe available outside of the conventional men’s D width and women’s B width size offerings on the market. The brand became known for breaking boundaries; unafraid to bring a unique perspective to athletic footwear that favours innovation, fashion and function.

Dedicated to upholding the company’s commitment to individual preferences and quality, Jim Davis took over New Balance in 1972 with the intention to build a distinct culture for the brand and to expand the company into a global business. 1976 saw a complete departure from ‘The Trackster’ model with the bold 320. The first model to sport the brands ‘N’ logo, the 320 garnered a reputation as Runner’s World’s No.1 ranking sneaker for fit and comfort.

 
 

Committed to ensuring social and environmental responsibility, New Balance’s philosophy embraces core values that identify and work to eliminate waste, invest in strong and ethical labour and uphold principled environmental practices. Following strict initiatives ensures that the athletic footwear company contributes to improved product quality, manufacturing efficiency, brand integrity and impact on the earth.

The brand’s continuing forward-thinking design ethos today sees models like the 991 and 1500 transcend sports markets to fashion customer bases too; highlighted by their contemporary designs, luxury fabrications and signature comfortability. The LN-CC offering includes the limited edition 991.5 Surplus model to celebrate the brand’s 110 year anniversary, the 530 Deconstructed Suede Sneaker which is deconstructed and elevated; crafted from premium leather, finished with a C-CAP® midsole support and a REVlite sole alongside the 998 model fabricated from premium Nubuck leather and Horween® textiles. Both ‘Made in USA’ and ‘Made in UK’ collections (established in Flimby, UK in 1982) provide superior quality, design, fit and performance for not just sport’s elite but everyone.

 
009 Mesh Leather Sneakers
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997 Suede Sneakers
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