The New Balance company began at the turn of the 20th century, when an English emigrant to Boston decided to make arch supports and other footwear aids to help people with problematic feet. In fact, New Balance remained primarily a manufacturer of arch supports for nearly thirty years. Then in 1961, the company changed gears and issued its first running shoe, the Trackster. The shoe was innovative in that it came in multiple widths for a more personalized fit, and was the first running shoe available with serrated rubber soles for increased traction.
The Trackster was a hit, and company focus shifted dramatically from New Balance arch supports to New Balance running shoes. The footwear was popular among college track teams and other running aficionados, eventually appearing on the feet of top marathon runners. In 1976 the New Balance 320 running shoe was ranked first place in Runner’s World; and in the 1980s the company developed the New Balance 990 running shoe, which launched a shoe series that remains a favorite among runners to this day.
New Balance running shoes are divided into four major categories: Training, Trail Running, Racing Comps, and Racing Spikes. The construction of shoes in the New Balance Training line – including that of the 991 model, the updated version of the famous New Balance 990 – involves more cushioning than the other three lines and an emphasis on long wear and durability; the Racing Comps and Racing Spikes lines are more lightweight and are appropriate for marathons and track or cross-country running, respectively. Finally, the Trail Running line of shoes stress shock absorption and stability for running over diverse or uneven surfaces. In all, there are over forty different models of running shoes available in both men’s and women’s styles, and 27 different models of running shoes for kids.
In addition to New Balance running shoes, there are New Balance walking shoes, tennis shoes, cross-training shoes, and basketball shoes to choose from. They also offer shoes for adventure or extreme sports, which are tougher – in terms of foot protection and in terms of shoe durability – than other athletic shoes: they are also more versatile, offering increased shock absorbency, lightweight technology, and water-resistant capabilities. New Balance also supplies athletic apparel for each of these sports, and sells merchandise to men, women, and children.
New Balance prides itself on not relying on popular imagery: their maxim, “Endorsed By No One”, encompasses the company principle of manufacturing New Balance running shoes are for serious runners rather than people who want to make fashion statements. The company is wary of using celebrity endorsements or fashionable exteriors on their footwear, focusing instead on functional integrity. New Balance remains notable in its manufacture of running shoes in multiple widths, making their product particularly beneficial for runners with hard-to-size feet. And although the company does not court endorsements, it endorses runners and other athletes and various sporting events. To find out more, apply for New Balance sponsorship, or find a New Balance retailer near you, visit the company’s web site at newbalance.com.
By Rachel Campbell