New Balance

Corporate brand

American athletic footwear and apparel brand known for running technology, fit options, and a continuing domestic manufacturing presence.

Last updated October 27, 2026

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Overview

New Balance is an American multinational athletic footwear and apparel company headquartered in Boston, Massachusetts. Founded in 1906 by Irish immigrant William J. Riley as the New Balance Arch Support Company, it initially made arch supports and other shoe-fit accessories rather than finished footwear. The company’s early identity was built around balance, support, and individual fit, qualities that remain central to the brand’s positioning. New Balance entered footwear manufacturing more directly in the twentieth century and developed a specialist following among baseball players, track-and-field competitors, and runners. A major turning point came in 1960 with the Trackster, widely described as the first running shoe offered in multiple widths. Its adoption by YMCA programs, universities, and school teams helped establish New Balance as a performance-oriented specialist. The company initially relied heavily on word-of-mouth promotion, sports fairs, mail order, and local retailers. In 1972, Jim Davis acquired the business. At the time, New Balance was a small operation producing roughly 30 pairs of shoes per day. The running boom of the 1970s created a larger market for technical footwear, enabling the company to expand its product range and distribution. New Balance subsequently developed a broad portfolio spanning performance running, walking, training, basketball, baseball, soccer, tennis, skateboarding, lifestyle footwear, apparel, and accessories. The brand is particularly associated with models and platforms such as the 990 family, 574, Fresh Foam, and FuelCell. Its product proposition emphasizes cushioning, stability, durability, and a wide range of widths and sizes. New Balance also differentiates itself from many competitors through manufacturing in the United States and the United Kingdom. Its U.S. facilities produce selected models, while its factory in Flimby, England, serves the European market with selected footwear. Domestic production contributes to a premium price position and is an important part of the company’s corporate identity. New Balance is privately held and distributes products through company-operated stores, authorized retailers, specialist running shops, online channels, and international multi-brand footwear stores. Beyond products, the brand has built visibility through sponsorships and partnerships in running, baseball, basketball, football, athletics, rugby, lacrosse, cricket, tennis, cycling, motorsports, and skateboarding. It has also pursued fashion and lifestyle relevance through collaborations with Aimé Leon Dore, Paul Smith, and basketball player Kawhi Leonard, among others. The company’s broader activities include charitable work through the New Balance Foundation, established in 1981, with an emphasis on children, families, health, nutrition, education, and physical activity. It has also announced environmental initiatives connected with renewable electricity and science-based emissions targets. In 2024, it introduced Reconsidered, a resale channel for selected pre-worn footwear. New Balance therefore combines a heritage performance identity with lifestyle, fashion, community, and sustainability programs while remaining an independent private company.

History

William J. Riley founded the New Balance Arch Support Company in the Boston area in 1906. The business began with arch supports intended to improve balance and shoe fit. Its early products reflected a design philosophy focused on support and comfort rather than mass-market fashion. In 1927, Riley hired Arthur Hall as a salesperson, and Hall became a business partner in 1934. Under Hall, the company continued operating as a specialist supplier while developing relationships with athletes and sports participants. In 1956, Hall sold the company to his daughter Eleanor and her husband, Paul Kidd. The Kidds continued the arch-support business until New Balance designed the Trackster in 1960. The shoe’s major innovation was availability in different widths, a feature that anticipated the company’s later emphasis on fit customization. YMCA running programs adopted the Trackster, followed by college and school cross-country teams including those connected with MIT, Tufts, and Boston University. The company’s marketing remained relatively localized, relying on personal recommendations, sports fairs, and direct sales. Jim Davis bought New Balance in 1972. The company was then extremely small, with six employees and output of approximately 30 pairs per day. Davis’s investment coincided with the expansion of recreational running in the United States, particularly in the Boston area. New Balance increased production, broadened its running range, and expanded distribution through retailers. The company opened a factory in Workington, England, in 1982; that operation moved to Flimby in 1991 and became an important source of selected footwear for the European market. During the late twentieth century, New Balance developed a reputation for performance running shoes and for accommodating uncommon foot widths. The 990 family became one of its best-known franchises, while the 574 helped connect technical design with everyday lifestyle use. The company retained manufacturing in the United States for selected models even as much of the footwear industry shifted production overseas. New Balance expanded beyond its core footwear business in the twenty-first century. It purchased PF Flyers in 2001 and Warrior Lacrosse in 2004. Warrior’s activities helped New Balance enter association football and other sports, although the company later chose to emphasize the New Balance name in global soccer. In 2011, the Aravon, Cobb Hill, and Dunham brands were placed under the Drydock Footwear affiliate. In 2015, New Balance’s parent company and Berkshire Partners acquired Rockport from Adidas Group and combined it with Drydock; the resulting Rockport Group later entered bankruptcy and was sold in 2018. New Balance expanded its sponsorship and collaboration activities across professional sports, running events, fashion, and lifestyle culture. In 2018, Joe Preston succeeded Rob DeMartini as president. In 2020, the company adapted parts of its New England manufacturing network to make face masks. In 2021, Teddy Santis became creative director of the premium sneaker line, reinforcing the brand’s connection with contemporary fashion through the Made in USA program and collaborations. More recently, New Balance has pursued circularity through its Reconsidered resale program and has publicized renewable-electricity and emissions-reduction goals. It remains a privately held global footwear and apparel company.

2024
Reconsidered resale program launched
[1]New Balanceen.wikipedia.org
New Balance introduced an online resale section for selected pre-worn footwear.
2021
Teddy Santis appointed creative director
[1]New Balanceen.wikipedia.org
Santis took responsibility for the creative direction of New Balance’s premium sneaker line.
2020
Face-mask production begins
[1]New Balanceen.wikipedia.org
Some New England factories were adapted to make face masks during the COVID-19 crisis.
2015
Global soccer business rebranded under New Balance
[1]New Balanceen.wikipedia.org
The company announced that its international association-football activities would be developed under the New Balance name.
2004
Warrior Lacrosse acquired
[1]New Balanceen.wikipedia.org
The acquisition expanded New Balance’s presence in lacrosse and related sporting categories.
2001
PF Flyers acquired
[1]New Balanceen.wikipedia.org
New Balance purchased the canvas sneaker company PF Flyers.
1991
UK production moves to Flimby
[1]New Balanceen.wikipedia.org
The British manufacturing operation relocated to Flimby, where selected models continue to be produced.
1982
United Kingdom factory opens
[1]New Balanceen.wikipedia.org
New Balance opened a production facility in Workington to support its European business.
1972
Jim Davis acquires New Balance
[1]New Balanceen.wikipedia.org
Davis purchased the small specialist footwear company as recreational running began to grow rapidly.
1960
Trackster introduced
[1]New Balanceen.wikipedia.org
New Balance created the Trackster, an early running shoe offered in multiple widths.
1906
New Balance Arch Support Company founded
[1]New Balanceen.wikipedia.org
William J. Riley established the original Boston-area business making arch supports and shoe-fit accessories.

Products and positioning

Premium athletic and lifestyle brand centered on comfort, technical performance, fit customization, broad width availability, and selected manufacturing in the United States and United Kingdom.

Performance and lifestyle running footwear
990 series
The 990 family is one of New Balance’s signature franchises. It combines running-shoe construction with durable materials and a lifestyle-oriented silhouette. Several versions have been produced over time, and selected models are associated with the brand’s U.S. manufacturing program. The line occupies a premium position and is frequently used in collaborations and fashion-oriented releases.
Lifestyle footwear
574 series
The 574 is a widely distributed New Balance lifestyle sneaker derived from the company’s running heritage. It is recognized for a versatile low-profile design, everyday cushioning, and broad use in casual wear. The franchise has served as an accessible entry point to the brand while retaining visual links to New Balance’s performance footwear.
Running footwear technology and product platform
Fresh Foam
Fresh Foam is a cushioning platform used across New Balance running and training shoes. It is designed to provide a smooth underfoot experience while allowing different models to target daily training, long-distance running, stability needs, or general fitness. The platform supports the brand’s emphasis on comfort and technical performance.
Performance running footwear technology and product platform
FuelCell
FuelCell is New Balance’s performance-oriented footwear platform, used in running shoes designed for responsiveness and propulsion. Models using the technology address faster training and racing use, complementing the more comfort-focused positioning of Fresh Foam products.
Domestic-manufactured footwear
Made in USA footwear
The Made in USA range consists of selected New Balance footwear manufactured in the United States. It represents the company’s continuing domestic production presence and supports a premium positioning based on craftsmanship, heritage, and local manufacturing. The designation applies to selected products rather than the entire New Balance catalog.
United Kingdom-manufactured footwear
Made in UK footwear
Made in UK products are selected shoes produced at New Balance’s Flimby factory in England. The line connects the brand with European manufacturing and is particularly associated with premium lifestyle and heritage models sold in the European market.

Controversies

2020
New Balance sued over Vision Racer collaboration
Authentic Brands Group filed a lawsuit against New Balance seeking $2 million, alleging copyright infringement and counterfeiting in connection with the Vision Racer collaboration. The complaint claimed that footwear bore designs and symbols confusingly similar to Vision trademarks. The available source does not state the filing date of the lawsuit.
Source 1 Source 2
2016
Court orders New Balance Lingpao companies to stop unfair competition
A Beijing court found that marks used on products by the New Balance Lingpao defendants were substantially similar to the bold “N” used on New Balance shoes and could confuse consumers about product origin. It ordered two defendant companies to stop the conduct and jointly pay New Balance 1 million yuan in economic losses and 100,000 yuan in reasonable litigation expenses.
Source
2011
Toning-footwear false-advertising litigation
A class-action lawsuit alleged that New Balance’s toning footwear was marketed with unsubstantiated claims about increasing exercise intensity, calorie expenditure, muscle strength, and muscle tone. The claims referenced research that found no statistically significant advantages over ordinary footwear.
Source

2020COVID-19 face-mask response
United States
New Balance converted portions of its New England manufacturing capacity to produce face masks during the COVID-19 pandemic, using its factory network for emergency public-health production.
Outcome. The initiative demonstrated manufacturing flexibility and connected the brand’s domestic-production identity with pandemic response.
Source
2016New Balance opposition to the Trans-Pacific Partnership
United States
New Balance publicly opposed the Trans-Pacific Partnership, arguing that the agreement could disadvantage its U.S. manufacturing operations. The position contrasted with Nike’s support for the agreement and made domestic production a prominent part of New Balance’s public-policy messaging.
Outcome. The policy position attracted political and media attention and was followed by an informal boycott discussion after comments made following the U.S. presidential election.
Source

Brand decisions

2024
Reconsidered resale programStrategy
Background
New Balance sought to extend the life of used products and participate in the growing branded resale market.
Action taken
The company launched Reconsidered, an online section selling selected pre-worn shoes.
Aftermath
The initiative added a circular-commerce channel to New Balance’s direct-to-consumer activities.
Source
2015
Soccer business brought under the New Balance brandStrategy
Background
New Balance had developed soccer activity through Warrior Sports, including a major Liverpool sponsorship, but sought to use the parent brand’s wider international recognition.
Action taken
The company announced a global soccer entry and began rebranding the business around New Balance.
Aftermath
New Balance expanded its visibility in international football, although a later Liverpool kit dispute ended with the club moving to Nike.
Source
2012
Settlement of toning-shoe advertising claimsOther
Background
New Balance faced allegations that marketing for its toning shoes overstated their exercise and muscle-toning benefits.
Action taken
The company agreed to pay $2.3 million to settle the false-advertising claims.
Aftermath
The settlement resolved the reported class-action claims without establishing that the advertised benefits were supported by the cited research.
Settlement amount. $2.3 million (2012)
Source

Recent events

2025
New Balance ships its first overseas consignment from Tamil Nadu[6]New Balance 从泰米尔纳德邦发运首批海外订单economictimes.indiatimes.com
Other
New Balance began exporting footwear produced in Tamil Nadu, India, in cooperation with local manufacturing partners, while planning further production capacity in the Tirupattur–Ambur corridor.
2025
New Balance Japan promoted the 2025 Run your way campaign from Japan[7]New Balance日本从日本发起2025年Run your way campaigncompany.newbalance.jp
Campaign
The Japanese campaign used the theme “Find your way” and featured Nozomi Tanaka, Juntendo University’s ekiden team, and local running communities before global distribution.
2024
New Balance introduces Reconsidered resale program[1]New Balanceen.wikipedia.org
Product launch
The brand launched Reconsidered, an online channel offering selected pre-worn New Balance shoes for resale.
2024
Shohei Ohtani signature collection promoted in Japan[8]大谷翔平signature collection在日本推广space-media.jp
Product launch · Campaign
New Balance promoted a Shohei Ohtani signature collection through outdoor and transit advertising in Tokyo.
2023
New Balance and Nissan created a one-off Kicks 327[9]New Balance与日产打造了一辆one-off Kicks 327advertimes.com
Campaign · Other
New Balance Japan and Nissan collaborated on a special Kicks e-POWER 4WD vehicle wrapped to evoke the New Balance 327 sneaker.
2022
The TRACK at New Balance campaign[10]The TRACK at New Balance 广告活动adsoftheworld.com
Campaign · Product launch
The campaign promoted the opening and launch of The TRACK at New Balance, an elite indoor facility designed to support high-level athletes and record-focused competition.
2022
Joe Preston named President and CEO[11]Joe Preston 被任命为总裁兼首席执行官newbalance.newsmarket.com
Leadership change
New Balance identified Joe Preston as its President and Chief Executive Officer. He had held several commercial, product, marketing, and international roles with the company since joining in 1995.
2021
Teddy Santis named creative director of premium sneaker line[1]New Balanceen.wikipedia.org
Leadership change
Aimé Leon Dore founder Teddy Santis was appointed creative director for New Balance’s premium sneaker line.
2021
New Balance launches the next chapter of its We Got Now campaign[12]New Balance 启动 We Got Now 广告活动新篇章prnewswire.com
Campaign
The global campaign installment, titled Impatience Is a Virtue, featured New Balance athletes and ambassadors including Jaden Smith, Kawhi Leonard, Sydney McLaughlin, Coco Gauff, Sadio Mané, Tiago Lemos, and Margie Didal.
2020
New Balance converts facilities to face-mask production[1]New Balanceen.wikipedia.org
Other
During the COVID-19 pandemic, New Balance announced that some New England manufacturing facilities would produce face masks.

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