History
New Balance was founded in 1906 in Boston, USA, by William J. Riley , a British immigrant who was concerned with improving the comfort of workers suffering from foot pain.
The company began as the New Balance Arch Support Company and specialized in making orthotic insoles and arch supports, inspired by the anatomy of chicken feet to provide better balance. For several decades, the brand focused on comfort and personalized fit before branching out into athletic footwear in 1938, with its first model aimed at runners.
It was in the 1960s that New Balance really took off, notably with the Trackster model, the first running shoe with a wavy sole and available in different widths, a major innovation that strengthened the brand's reputation among athletes and running enthusiasts.
Products
New Balance has made running history with iconic models that combine innovation, comfort and performance.
One of the brand's first successes was the Trackster , launched in 1960, which revolutionized the market by being the first running shoe with a corrugated sole and available in different widths.
Among the most popular modern models, the New Balance 990 , introduced in 1982, has become a benchmark for stability and cushioning, appreciated by runners and sneaker enthusiasts alike.
The Fresh Foam 1080 , with its ultra-comfortable foam and ergonomic design, is a must-have for long distances.
For speed enthusiasts, the FuelCell SuperComp Elite , featuring a carbon fiber plate, offers excellent energy return and optimal propulsion, ideal for marathons.
These models demonstrate New Balance's commitment to offering shoes adapted to the needs of runners, from daily jogging to high-level competitions.
Technologies
New Balance is recognized for its technological innovations aimed at optimizing the performance, comfort and durability of its sports shoes.
Among its most notable advances is the FuelCell foam, designed to offer excellent energy return and a dynamic feel, ideal for runners looking for speed and responsiveness.
Fresh Foam technology, meanwhile, provides soft cushioning and optimal shock absorption, perfect for long distances.
New Balance also incorporates Stability Web , an arch support system that improves stability and reduces muscle fatigue.
For riders looking for propulsion, the brand has developed models with a carbon fiber plate, such as the FuelCell SuperComp , which maximizes energy efficiency.
Finally, New Balance makes a point of offering shoes in different widths, thus guaranteeing a personalized fit for each type of foot.
Logo
The New Balance logo has evolved over time to reflect the brand's identity and commitment to innovation and performance.
When it began in 1906, the company did not have a distinctive logo, focusing on making orthotic insoles. It was not until the 1970s, with the rise of its running shoes, that New Balance introduced its recognizable emblem: a stylized "NB," often accompanied by the brand's full name.
In the 1980s, the logo took on a more dynamic form with oblique lines to the right of the "N", symbolizing speed and movement. This version, still used today, has become an essential reference in the world of sports and lifestyle.
Simple and clean, the New Balance logo perfectly embodies the balance between tradition and modernity, while reinforcing its brand image focused on quality and performance.
Athletes
New Balance has sponsored several major running athletes, affirming its commitment to performance and innovation.
Among them, Sydney McLaughlin-Levrone , Olympic champion and world record holder in the 400 meters hurdles, is one of the most emblematic figures of the brand.
In the marathon, Jenny Simpson , Olympic medalist in the 1500 meters, and Emily Sisson , American marathon record holder, helped strengthen New Balance's presence in the world of distance running.
The brand also supports Jake Wightman , 2022 1,500-meter world champion, and Elle Purrier St. Pierre , a middle-distance specialist and multiple American record holder.
Thanks to these partnerships, New Balance continues to establish itself as a major player in athletics by equipping high-level athletes in the world's biggest competitions.
