New Balance, a name synonymous with quality athletic footwear and apparel, has a rich history that spans more than a century. Founded in the early 20th century, New Balance has grown from a small orthopedic shoe company to one of the world’s leading athletic brands. This article provides a comprehensive overview of the history of New Balance, exploring its origins, growth, challenges, and innovations that have shaped its journey.
Early Beginnings: Orthopedic Origins (1906-1940s)
1. Foundation and Early Products
- Founding: New Balance was founded in 1906 by William J. Riley in Boston, Massachusetts. Initially, it was known as the New Balance Arch Support Company.
- Early Products: The company started by manufacturing arch supports and orthopedic shoes designed to improve shoe fit and provide better support. Riley’s first product was a flexible arch support, which he claimed offered “new balance” to the wearer’s feet, hence the company’s name.
2. Focus on Comfort and Fit
- Innovative Design: Riley’s designs were innovative for their time, focusing on providing comfort and improving the fit of the shoe. His arch supports were made of three supportive prongs that provided greater balance and comfort.
- Target Market: New Balance’s early products were marketed primarily to people who spent long hours on their feet, such as policemen and waiters.
Expansion and Evolution (1940s-1970s)
1. Changing Hands and Diversification
- New Ownership: In 1956, Eleanor and Paul Kidd purchased the company from Riley. Under their leadership, New Balance expanded its product line beyond arch supports to include custom-made orthopedic shoes.
- Focus on Athletes: The Kidds saw the potential for New Balance in the athletic market and began producing running shoes, marking the company’s first steps into the world of sports.
2. First Running Shoe
- Trackster Introduction: In 1960, New Balance introduced the Trackster, the world’s first running shoe with a ripple sole for traction. The Trackster was notable for being available in varying widths, a feature that set New Balance apart from competitors and addressed a broader range of consumer needs.
Growth and Innovation (1970s-1990s)
1. Running Boom of the 1970s
- Market Expansion: The 1970s saw a running boom in the United States, and New Balance capitalized on this trend by expanding its line of running shoes. The company’s focus on fit, comfort, and performance resonated with the growing number of runners.
- Signature Models: The New Balance 320, introduced in 1976, was a significant success. It was named the number one running shoe by Runner’s World magazine, boosting the brand’s visibility and reputation.
2. Commitment to Quality and Domestic Manufacturing
- Made in USA: Throughout the 1980s, New Balance distinguished itself by maintaining a commitment to manufacturing a significant portion of its products in the United States. This emphasis on domestic production highlighted the company’s dedication to quality and local craftsmanship.
- Expansion Abroad: New Balance also began expanding internationally during this period, establishing a presence in Europe and Asia.
3. Diverse Product Line
- Beyond Running: While running shoes remained a core product, New Balance diversified its offerings to include walking shoes, cross-training shoes, and other athletic footwear. The brand also ventured into apparel and accessories.
Modern Era: Global Recognition (2000s-Present)
1. Technological Advancements
- Innovation in Design: New Balance continued to innovate with advanced materials and technologies. Notable innovations include the Fresh Foam cushioning system, which provides enhanced comfort and performance.
- Customization: The brand introduced customization options, allowing customers to design their own shoes with personalized colors and features.
2. Sponsorships and Collaborations
- Athlete Endorsements: New Balance signed sponsorship deals with high-profile athletes across various sports, including baseball, basketball, and tennis. These endorsements helped elevate the brand’s profile and reach new audiences.
- Fashion Collaborations: Collaborations with designers and fashion brands, such as J.Crew and Levi’s, helped New Balance blend athletic performance with lifestyle appeal.
3. Sustainability and Corporate Responsibility
- Environmental Initiatives: New Balance has taken steps towards sustainability by incorporating eco-friendly materials and practices in its manufacturing processes. The brand is committed to reducing its environmental impact and promoting sustainable practices.
- Community Engagement: The company is actively involved in community initiatives and charitable activities, emphasizing its commitment to social responsibility.
4. Challenges and Adaptations
- Market Competition: Facing intense competition from global giants like Nike and Adidas, New Balance has had to continuously innovate and adapt to stay relevant in the ever-evolving athletic market.
- Digital Transformation: Embracing e-commerce and digital marketing has been crucial for New Balance’s growth, especially in reaching younger, tech-savvy consumers.
Key Moments and Achievements
1. Milestone Models
- 990 Series: Introduced in 1982, the 990 series became iconic for its premium quality and performance. The tagline “On a scale of 1000, this shoe is a 990” underscored its superiority.
- 574 Model: Launched in 1988, the 574 is one of New Balance’s most enduring and popular models, known for its classic design and versatility.
2. Global Events and Endorsements
- Marathon Sponsorships: New Balance sponsors major marathons around the world, including the New York City Marathon and the London Marathon, reinforcing its association with elite running.
- High-Profile Endorsements: Athletes like Kawhi Leonard (NBA), Raheem Sterling (soccer), and Sydney McLaughlin (track and field) are among New Balance’s prominent brand ambassadors.
New Balance’s journey from a small orthopedic shoe company to a global athletic brand is a testament to its commitment to quality, innovation, and consumer needs. By maintaining a focus on comfort, performance, and style, New Balance has carved out a unique niche in the athletic market. As the brand continues to evolve, its legacy of craftsmanship and innovation ensures it remains a key player in the world of sports and lifestyle footwear.