New Balance
Athletic Shoe, Inc. • The iconic American footwear brand committed to domestic manufacturing and athletic innovation since 1906.
📊Quick Facts
🏢Company Overview
New Balance Athletic Shoe, Inc., commonly known as New Balance, is an American multinational corporation based in Boston, Massachusetts. The company was founded in 1906 by William J. Riley, a British immigrant, who initially manufactured arch supports and orthopedic shoes under the name "New Balance Arch Support Company."
New Balance is one of the few major athletic footwear manufacturers that maintains a significant domestic manufacturing presence in the United States and United Kingdom, producing approximately 25% of its shoes in these countries. This commitment to "Made in USA" and "Made in UK" production has become a core part of the brand's identity.
Unlike many of its competitors, New Balance remains a privately held company, owned by the Davis family since 1972. This private ownership has allowed the company to maintain its values and manufacturing philosophy without the pressures of public shareholders.
"New Balance stands for more than just shoes. We're about quality, craftsmanship, and staying true to our roots while innovating for athletes worldwide."
📅Company History
Company Founded
William J. Riley establishes the New Balance Arch Support Company in Boston, Massachusetts. The name "New Balance" refers to the innovative three-point support system that helped customers achieve a new balance in their feet.
Athletic Footwear Beginnings
New Balance produces its first running shoe, the "Trackster," featuring a ripple sole design. The company begins focusing on specialized athletic footwear for runners and athletes.
The Trackster Revolution
Launch of the revolutionary Trackster, the world's first running shoe available in multiple widths. This innovation becomes a cornerstone of New Balance's approach to proper fit and comfort.
Davis Family Acquisition
James S. Davis purchases New Balance for $100,000 on the day of the Boston Marathon. The Davis family continues to own and operate the company to this day, maintaining its private status.
National Expansion
New Balance expands distribution nationwide. The company's 320 model becomes a bestseller, establishing New Balance as a serious competitor in the running shoe market.
The Iconic 990 Launch
Introduction of the New Balance 990, marketed as a $100 running shoe promising "the best running shoe ever made." It becomes one of the most iconic sneakers in history.
Made in USA Campaign
New Balance doubles down on American manufacturing, opening new factories in Maine and Massachusetts. The "Made in USA" label becomes a key brand differentiator.
100th Anniversary
New Balance celebrates its centennial with special edition releases and renewed commitment to quality craftsmanship and manufacturing excellence.
Sneaker Culture Renaissance
New Balance experiences a cultural renaissance as streetwear and sneaker culture embrace heritage models. The 990, 574, and 993 become fashion staples beyond athletic performance.
Modern Growth Era
Strategic partnerships with fashion brands, athlete endorsements, and limited edition collaborations propel New Balance to new heights. The brand becomes a dominant force in both performance and lifestyle footwear.
Present Day
New Balance continues as a global athletic footwear leader, balancing heritage craftsmanship with cutting-edge innovation. The company maintains its commitment to domestic manufacturing while expanding its global footprint.
👟Iconic Products
990 Series
The legendary 990 series, launched in 1982, revolutionized premium running shoes. The current 990v6 continues the legacy with modern technology while maintaining the classic aesthetic. Known as the "dad shoe" that became a fashion icon.
574
The 574 is New Balance's most popular and versatile model. Introduced in 1988, it combines retro styling with modern comfort. Available in hundreds of colorways, it's the brand's best-selling lifestyle sneaker globally.
Fresh Foam
New Balance's innovative Fresh Foam cushioning technology provides a plush, responsive ride for runners. The Fresh Foam 1080 is the brand's premier cushioned running shoe, loved by casual and serious runners alike.
FuelCell
FuelCell technology delivers propulsive feel and energy return for competitive runners. The FuelCell SuperComp Elite v4 is New Balance's carbon-plated racing shoe, competing with Nike's Vaporfly and Adidas' Adios Pro.
550
Originally a basketball shoe from 1989, the 550 was revived in 2020 and became a cultural phenomenon. Collaborations with Aimé Leon Dore, Joe Freshgoods, and others made it one of the most sought-after sneakers.
2002R
A modern reinterpretation of the 2002, the 2002R combines Y2K aesthetics with contemporary design. It has become a favorite among Gen Z and sneaker enthusiasts, featuring premium materials and bold colorways.
🏭Made in USA/UK Manufacturing
New Balance is one of the last major athletic footwear companies to maintain substantial domestic manufacturing in the United States and United Kingdom. This commitment sets them apart from competitors like Nike and Adidas, who manufacture almost entirely overseas.
🇺🇸 USA Factories
- →Lawrence, MA - Main manufacturing facility
- →Norridgewock, ME - Premium sneaker production
- →Skowhegan, ME - Advanced manufacturing
- →Norway, ME - Specialty production
- →Boston, MA - Innovation lab & headquarters
🇬🇧 UK Factory
- →Flimby, Cumbria - Historic UK factory since 1982
- →Produces premium "Made in UK" models including 991, 1500, and special editions
- →Employs skilled craftspeople who handcraft select sneakers
- →Known for exceptional quality control and attention to detail
Why Domestic Manufacturing Matters
- ✓Quality Control: Direct oversight ensures consistent quality standards
- ✓American Jobs: Supports ~4,000 US manufacturing jobs
- ✓Faster Turnaround: Local production enables quicker response to trends
- ✓Premium Materials: USA/UK factories use higher-quality materials
- ✓Brand Differentiation: Sets New Balance apart from competitors
- ✓Consumer Trust: Made in USA/UK label commands premium pricing
Note: While 25% of New Balance shoes are made in the USA/UK, the remaining 75% are manufactured in factories in Asia, primarily Vietnam and China. The company aims to increase domestic production capacity in coming years.
🤝Notable Collaborations
New Balance has partnered with fashion designers, streetwear brands, and cultural icons to create some of the most sought-after sneakers in recent years:
Aimé Leon Dore
The most influential New Balance collaboration. Teddy Santis' ALD brand has released dozens of 550, 993, and 1906 colorways that sell out instantly and resell for 2-3x retail.
Joe Freshgoods
Chicago designer Joe Freshgoods creates vibrant, conversation-starting New Balance collaborations. His "Conversations Amongst Us" 990v3 and 550 releases are cultural artifacts.
Kawhi Leonard
NBA superstar Kawhi Leonard's signature line showcases performance basketball innovation. The Kawhi IV represents New Balance's return to elite basketball footwear.
Salehe Bembury
Designer Salehe Bembury's "Peace Be The Journey" 2002R collaborations feature earthy tones and innovative design. His "Water Be The Guide" 574+ pushed boundaries further.
Comme des Garçons
Japanese fashion house CDG brings avant-garde aesthetics to New Balance silhouettes. Their deconstructed 990 and 2002R releases are museum-worthy.
Stone Island
Italian sportswear brand Stone Island collaborates on technical apparel and footwear. Their joint releases blend performance innovation with sophisticated style.
Jjjjound
Justin Saunders' Jjjjound brings minimalist design philosophy to New Balance. His 990v3, 992, and 993 collabs in muted tones are instant classics.
Kith
Ronnie Fieg's Kith has been collaborating with New Balance since 2011. Their seasonal releases and special projects consistently drive hype and cultural relevance.
Stray Rats
Julian Consuegra's Stray Rats brings gritty, streetwise energy to New Balance collaborations. His 990v3 and 991 releases tell stories of urban culture.
🏃Athlete Endorsements
🏀 Basketball
- ⭐Kawhi Leonard2-time NBA Champion, Finals MVP
- 🏆Jamal MurrayDenver Nuggets, NBA Champion
- ⚡Dejounte MurrayAll-Star, Elite Two-Way Guard
🏃 Running
- 🥇Sydney McLaughlin-LevroneOlympic Champion, World Record Holder
- 🌟Emma CoburnSteeplechase World Champion
- ⚡Trayvon Bromell100m World Championship Medalist
⚾ Baseball
- ⚾Francisco LindorNY Mets, All-Star Shortstop
- 🔥Dustin Pedroia (Retired)Red Sox Legend, MVP
⚽ Soccer
- ⚽Raheem SterlingEngland International, Chelsea FC
- 🏆Bukayo SakaArsenal FC, England Star
🎨Cultural Impact & Sneaker Culture
Once considered the "dad shoe" brand, New Balance has undergone a remarkable cultural transformation in the 2010s and 2020s. What was once viewed as unstylish and practical has become the epitome of understated cool and heritage craftsmanship.
👨👩👧 From "Dad Shoes" to Fashion Icons
The "normcore" fashion movement of the 2010s embraced New Balance's deliberately unsexy aesthetic. Suddenly, the 990 and 574 were being worn by fashion editors, streetwear enthusiasts, and celebrities. Apple founder Steve Jobs' preference for New Balance 992s became legendary.
🌍 Global Streetwear Acceptance
New Balance broke into streetwear culture through strategic collaborations and organic celebrity endorsements. The brand is now a staple in Tokyo, London, New York, and Seoul streetwear scenes, competing directly with Nike and Adidas.
💰 Resale Market Presence
Limited edition New Balance collaborations now command significant resale premiums. Aimé Leon Dore 550s can resell for $500-800, and rare Made in USA models appreciate in value. StockX and GOAT data shows consistent growth in NB demand.
🎬 Pop Culture Presence
New Balance appears regularly in film, TV, and music. From "The Bear" to hip-hop videos, NB represents authenticity and anti-hype culture. The brand's refusal to chase trends has ironically made it trendy.
📈 Market Position 2026
- •#4 Athletic Footwear Brand globally by revenue
- •$5.3 billion in annual revenue (2024)
- •120 countries with New Balance presence
- •15-20% market share in premium sneaker segment
- •Double-digit growth year-over-year since 2020
🌱Sustainability & Social Responsibility
New Balance has committed to significant sustainability initiatives as part of its corporate responsibility strategy:
♻️ Recycled Materials
- • 50% of shoes using recycled polyester by 2025
- • Partnership with recycling innovators
- • Recycled rubber in select outsoles
- • Sustainable packaging initiatives
💧 Water Reduction
- • Waterless dyeing technology pilot programs
- • 30% water reduction in manufacturing
- • Wastewater treatment improvements
- • Supplier water stewardship standards
⚡ Carbon Neutrality
- • Carbon neutral by 2050 commitment
- • Renewable energy in owned facilities
- • Supply chain emissions mapping
- • Carbon offset programs
👥 Labor Practices
- • Fair Labor Association membership
- • Regular factory audits and transparency
- • Living wage initiatives
- • Worker safety programs
🌍 Responsible Leadership Program
New Balance's Responsible Leadership program encompasses environmental sustainability, social responsibility, and ethical business practices. The company publishes annual sustainability reports and has third-party verification of its claims.
⚠️Controversies & Challenges
🗳️ 2016 Political Controversy
New Balance faced backlash in 2016 when a company spokesperson commented favorably on then-President-elect Donald Trump's trade policies. The comments were interpreted as political endorsement, leading to social media boycotts and sneaker burnings. The company clarified its stance was about trade policy, not political endorsement, but damage to brand perception persisted for several years.
⚖️ "Made in USA" Lawsuit
New Balance faced legal challenges regarding its "Made in USA" marketing claims. Since only 25% of shoes are domestically manufactured, critics argued the label was misleading. The company now uses more specific language like "Made in USA/UK of domestic and imported materials" to comply with FTC guidelines.
💰 Patent Litigation
New Balance has been involved in multiple patent disputes with competitors over shoe technology. Notable cases include lawsuits against Skechers and disputes with Nike over cushioning technology. The company has both won and lost various patent claims over the years.
📊 Supply Chain Transparency
Like most footwear companies, New Balance has faced criticism about labor conditions in overseas factories. While the company has made strides in transparency and ethical sourcing, advocacy groups continue to push for greater accountability and improved conditions in Asian manufacturing facilities.
🔮Future Outlook
🚀 Growth Opportunities
- →International Expansion: Particularly in Asia and South America
- →Direct-to-Consumer: Growing DTC channel through website and retail stores
- →Apparel Category: Expanding beyond footwear into lifestyle clothing
- →Women's Market: Increased focus on female athletes and consumers
- →Basketball Return: Kawhi Leonard signature line establishing NBA credibility
💡 Innovation Focus
- →FuelCell Technology: Competing with Nike and Adidas in performance running
- →3D Printing: Custom fit shoes and rapid prototyping
- →Smart Footwear: Exploring wearable technology integration
- →Sustainable Materials: Bio-based and recycled innovations
- →Manufacturing Automation: Increasing US production capacity
🎯 2026-2030 Strategic Goals
- ✓$10 billion in annual revenue by 2030
- ✓50% of products using sustainable materials
- ✓Expand US manufacturing to 30% of production
- ✓Double women's business revenue
- ✓Become #3 athletic footwear brand globally
- ✓Carbon neutral operations by 2050
🔗Related Coverage
New Balance Athletic Shoe, Inc. • Founded 1906 • Headquarters: Boston, Massachusetts
© 2026 New Balance Athletics, Inc. • Made in USA/UK of domestic and imported materials