Following a century of authentic history in sportswear innovation and iconic footwear, New Balance has propelled athletes to achieve their best and individuals to live active lifestyles through their solid and technological sneakers. Founded in 1906 as the ‘New Balance Arch Support Company,’ technological innovation has been at the forefront of the company since its inception. Now, New Balance fuses function and fashion with signature 990 models that feature gel inserts, heel counters and a contemporary design aesthetic. Solid construction and modern design ensure superior fit and performance technology.