HISTORY OF THE BRAND : A GUARANTEE OF QUALITY AND COMFORT

New Balance one of the very first sneaker brands was born in Massachusetts in 1906, long before Puma, Nike or Adidas, under the exact name of The New Balance Arch Company. William J. Riley, a shoemaker by trade, created the brand with the aim of helping people with foot problems. The first activity of New Balance was therefore the development of orthopaedic insoles designed to provide better support for the arch of the foot. The name " New Balance " was directly inspired by the shape of a chicken's feet. By observing the chicken's feet, William Riley realised that their 3 points of support offered a perfect balance of balance and force distribution, which was very useful in the creation of his orthopaedic insoles.

The made-to-measure manufacturing applied to the famous orthopaedic soles was naturally reflected in the development of the brand's future shoes. This is why particular attention is paid to the design of the soles and the different technologies used in them. Always with comfort in mind, different foot widths are offered on certain models. The materials, as for them, are often derived from premium materials such as real pig leather and the manufacture of all the pairs of the equipment manufacturer is done by hand.

AN IMPORTANT TURNING POINT : A NEW REFERENCE IN THE WORLD OF RUNNING

Later, William Riley bequeathed his company to his daughter, an act that took the American firm in a completely different direction. Indeed, it was in 1961 that New Balance released its first pair of running shoes: the New Balance Trackster, which was the first high-performance model to be offered in several widths. The rise of the sport and the democratisation of running in the 1960s was a real marketing opportunity for the brand, which gradually began to take its place in this sector, abandoning that of orthopaedic insoles, but not completely. Indeed, by offering several widths at New Balance Trackster, the brand is positioning itself as a specialist in footwear and more particularly in the comfort of the latter, thanks to the heritage of William Riley and his in-depth knowledge of orthopaedics.

In the following years, the popularity of New Balance was at its peak, thanks in particular to the New York Marathon, which allowed the brand to become known throughout the world and even to be found on the feet of almost all its participants.

COLLABORATIONS REFLECTING THE STRONG VALUES OF THE BRAND

Thanks to its history and its specialization in comfort and performance, New Balance conveys values of excellence of quality and innovation. Today at the feet of sportsmen and women but also lovers of Streetwear New Balance has drawn on its experience in running to open up the sneakers and this in particular thanks to its various collaborations that can be found alongside different brands. We note for example the recent collaboration with the label Casablanca created by the Franco-Moroccan designer Charaf Tajer and which highlights two models inspired by tennis shoes with the pack New Balance 327 Casablanca.

Unlike Nike or Adidas who use ambassadors to promote their models, New Balance is rather focused on the product itself: design and specificity being the key words. By linking the use of premium materials, a successful color mix and the adaptation of trends to its models, New Balance is today a brand anchored in the sneakers community !