New Balance
Encyclopedia
New Balance Athletic Shoe, Inc. (NBAS), best known as simply New Balance, is a footwear
manufacturer based in Boston
, Massachusetts
, United States of America. It was founded in 1906 as the New Balance Arch Support Company. Eschewing expensive advertising campaigns, it has, nevertheless, grown to be one of the largest makers of sports footwear in the world.
New Balance is notable in that it has continued to maintain a manufacturing presence in the United States
as well as in the United Kingdom
for the European market—in contrast to its competitors in the same market space, such as Nike
and Adidas
, who design products in the US and Europe but outsource the majority of their footwear and apparel to manufacturers in China
, Vietnam
, and other developing nations. The result of this corporate decision is that the shoes tend to be more expensive than those of New Balance's competitors. To offset this pricing discrepancy, New Balance differentiates their products with technical innovations, such as a blend of gel
inserts, heel counters, and a greater selection of sizes, particularly for very narrow and/or very wide widths.
immigrant, founded the New Balance Arch Support Company, which manufactured arch supports and other accessories designed to improve shoe fit, in Boston, Massachusetts. His first product, a flexible arch support, was designed with three points of support in the shape of a triangle. These points created greater balance and comfort in the shoe. It's believed that Riley came up with the name "New Balance" by observing chickens in his yard and demonstrated the way his arch supports worked by keeping a chicken foot on his office desk to demonstrate. He would explain to customers that the chicken's three clawed foot resulted in perfect balance. In 1927, Riley hired Arthur Hall to be a salesman, and, in 1934, Hall became a business partner and soon found his niche by marketing his products to people whose jobs required them to spend much time standing. In 1956, Hall sold the business to his daughter Eleanor and her husband Paul Kidd.
Eleanor and Paul continued to sell mainly arch supports until 1960, when they designed and manufactured the "Trackster," the world's first running shoe made with a ripple sole. It was also the first running shoe to come in varying widths. The "Trackster" was given a big boost through the YMCA
programs where it became the unofficial shoe of the program. College track teams such as MIT, Tufts University
and Boston University
adopted the New Balance Trackster for their cross-country teams soon to be followed by other colleges and private high schools around the country.
Marketing was mostly by word-of-mouth or local sports fairs, and sales languished, until 1972, when current Chairman Jim Davis
bought the company on the day of the Boston Marathon
. At the time, the company consisted of just six people making 30 pairs of shoes daily and selling products mostly through mail-order with a few U.S. retailers. Jim committed himself to uphold the company's traditional commitment to individual preferences, customer service and quality products. His future wife Anne, who joined the company in 1978, focused on building a distinct culture for New Balance employees and customers. Their timing was perfect, as the Boston area soon became a veritable hotbed of the running boom that struck the U.S. in the 1970s. Their product line expanded and sales skyrocketed. The homegrown company prospered, and the Davises looked to expand New Balance into a global company. The company is now run by California native Rob DeMartini. DeMartini's background includes Procter & Gamble and Gillette Shave Company. Today, 30% of the New Balance shoes sold in the European market are manufactured at the New Balance facility in England
.
New Balance is one of few shoe manufacturers to offer the majority of its shoes in a wide range of widths, typically men's range from B to 6E with 3 other widths in between (D, 2E, 4E) and one narrower offering (2A). Women's range from 4A to 4E with four widths to choose from in between (2A, B, D, 2E).
New Balance does not give names to the shoes it sells, instead referring to them by a 2, 3, or 4 digit model number. This is done to "place an emphasis on the New Balance philosophy, not any one particular shoe". When a shoe is redesigned, the model number is increased by one. The numbering system originated from the price. The Tracker 320 was $32, the 990 was $99, etc. However, now the model number reflects the category of the shoe such as stability, neutral, lightweight, and motion control. The numbering system allows customers to identify which shoes are in the categories that best fit their needs.
), and three in Maine (Norridgewock, Skowhegan
, and Norway).
In 1994, New Balance manufactured 70% of its shoes in the United States.
The New Balance production facility in the United Kingdom has been, since 1982, at Flimby
, Cumbria in North West England, where 28,000 pairs of shoes are produced each week.
Researchers reported that there were no “statistically significant increases in either exercise response or muscle activation” as a result of wearing the Toning Shoes. There was no statistically significant difference between participants wearing special "Toning shoes" and controls wearing normal sneakers. The researchers concluded that there is "simply no evidence to support the claims that these shoes will help wearers exercise more intensely, burn more calories or improve muscle strength and tone.” However, it was noted that “These shoes may be encouraging a fair number of people who probably wouldn’t put on a normal pair of walking shoes and go out and walk."
in the Australian Football League
. It also has one endorsement deal in the NBA with Matt Bonner
of the San Antonio Spurs
. New Balance also sponsors the Boston Cannonns major league lacrosse team (MLL). New Balance is also the primary sponsor of Boston's bike share system, the New Balance Hubway
.
, a political action committee
supporting the campaign of Republican presidential candidate Mitt Romney
, which caused a backlash from their customers. Company president/CEO Robert DeMartini responded with a letter on the company's Facebook
page, stating that Davis had made a private donation to the Romney campaign, that it was not made by New Balance, and that Romney's signed pledge to challenge same sex marriage was not reflective of Davis, DeMartini, or New Balance's corporate stance on GLBT rights.
Footwear
Footwear consists of garments worn on the feet, for fashion, protection against the environment, and adornment. Being barefoot is commonly associated with poverty, but some cultures chose not to wear footwear at least in some situations....
manufacturer based in Boston
Boston
Boston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...
, Massachusetts
Massachusetts
The Commonwealth of Massachusetts is a state in the New England region of the northeastern United States of America. It is bordered by Rhode Island and Connecticut to the south, New York to the west, and Vermont and New Hampshire to the north; at its east lies the Atlantic Ocean. As of the 2010...
, United States of America. It was founded in 1906 as the New Balance Arch Support Company. Eschewing expensive advertising campaigns, it has, nevertheless, grown to be one of the largest makers of sports footwear in the world.
New Balance is notable in that it has continued to maintain a manufacturing presence in the United States
Made in USA
The Made in USA mark is a country of origin label indicating the product is "all or virtually all" made in the U.S. The label is regulated by the Federal Trade Commission .-Legal requirements:...
as well as in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
for the European market—in contrast to its competitors in the same market space, such as Nike
Nike, Inc.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
and Adidas
Adidas
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
, who design products in the US and Europe but outsource the majority of their footwear and apparel to manufacturers in China
China
Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
, Vietnam
Vietnam
Vietnam – sometimes spelled Viet Nam , officially the Socialist Republic of Vietnam – is the easternmost country on the Indochina Peninsula in Southeast Asia. It is bordered by China to the north, Laos to the northwest, Cambodia to the southwest, and the South China Sea –...
, and other developing nations. The result of this corporate decision is that the shoes tend to be more expensive than those of New Balance's competitors. To offset this pricing discrepancy, New Balance differentiates their products with technical innovations, such as a blend of gel
Gel
A gel is a solid, jelly-like material that can have properties ranging from soft and weak to hard and tough. Gels are defined as a substantially dilute cross-linked system, which exhibits no flow when in the steady-state...
inserts, heel counters, and a greater selection of sizes, particularly for very narrow and/or very wide widths.
History
In 1906, William J. Riley, a 33-year old EnglishEngland
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
immigrant, founded the New Balance Arch Support Company, which manufactured arch supports and other accessories designed to improve shoe fit, in Boston, Massachusetts. His first product, a flexible arch support, was designed with three points of support in the shape of a triangle. These points created greater balance and comfort in the shoe. It's believed that Riley came up with the name "New Balance" by observing chickens in his yard and demonstrated the way his arch supports worked by keeping a chicken foot on his office desk to demonstrate. He would explain to customers that the chicken's three clawed foot resulted in perfect balance. In 1927, Riley hired Arthur Hall to be a salesman, and, in 1934, Hall became a business partner and soon found his niche by marketing his products to people whose jobs required them to spend much time standing. In 1956, Hall sold the business to his daughter Eleanor and her husband Paul Kidd.
Eleanor and Paul continued to sell mainly arch supports until 1960, when they designed and manufactured the "Trackster," the world's first running shoe made with a ripple sole. It was also the first running shoe to come in varying widths. The "Trackster" was given a big boost through the YMCA
YMCA
The Young Men's Christian Association is a worldwide organization of more than 45 million members from 125 national federations affiliated through the World Alliance of YMCAs...
programs where it became the unofficial shoe of the program. College track teams such as MIT, Tufts University
Tufts University
Tufts University is a private research university located in Medford/Somerville, near Boston, Massachusetts. It is organized into ten schools, including two undergraduate programs and eight graduate divisions, on four campuses in Massachusetts and on the eastern border of France...
and Boston University
Boston University
Boston University is a private research university located in Boston, Massachusetts. With more than 4,000 faculty members and more than 31,000 students, Boston University is one of the largest private universities in the United States and one of Boston's largest employers...
adopted the New Balance Trackster for their cross-country teams soon to be followed by other colleges and private high schools around the country.
Marketing was mostly by word-of-mouth or local sports fairs, and sales languished, until 1972, when current Chairman Jim Davis
Jim Davis (business)
Jim Davis is the Chairman of New Balance and a co-founder of Major League Lacrosse.-Biography:James S. Davis was born in 1943. He attended the Worcester Academy, and he received a Bachelor of Science in biology and chemistry from Middlebury College in 1966...
bought the company on the day of the Boston Marathon
Boston Marathon
The Boston Marathon is an annual marathon hosted by the U.S. city of Boston, Massachusetts, on Patriots' Day, the third Monday of April. Begun in 1897 and inspired by the success of the first modern-day marathon competition in the 1896 Summer Olympics, the Boston Marathon is the world's oldest...
. At the time, the company consisted of just six people making 30 pairs of shoes daily and selling products mostly through mail-order with a few U.S. retailers. Jim committed himself to uphold the company's traditional commitment to individual preferences, customer service and quality products. His future wife Anne, who joined the company in 1978, focused on building a distinct culture for New Balance employees and customers. Their timing was perfect, as the Boston area soon became a veritable hotbed of the running boom that struck the U.S. in the 1970s. Their product line expanded and sales skyrocketed. The homegrown company prospered, and the Davises looked to expand New Balance into a global company. The company is now run by California native Rob DeMartini. DeMartini's background includes Procter & Gamble and Gillette Shave Company. Today, 30% of the New Balance shoes sold in the European market are manufactured at the New Balance facility in England
England
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
.
Shoes
New Balance does not give names to the shoes it sells, instead referring to them by a 2, 3, or 4 digit model number. This is done to "place an emphasis on the New Balance philosophy, not any one particular shoe". When a shoe is redesigned, the model number is increased by one. The numbering system originated from the price. The Tracker 320 was $32, the 990 was $99, etc. However, now the model number reflects the category of the shoe such as stability, neutral, lightweight, and motion control. The numbering system allows customers to identify which shoes are in the categories that best fit their needs.
Made in USA (and UK) stance
New Balance is one of several shoe companies that makes some of their products in the United States. Green America states in the New Balance Responsible Shopper company information page that around one quarter of NB's shoes are made in the United States. New Balance owns five factories in the United States: two in Massachusetts (Boston and LawrenceLawrence, Massachusetts
Lawrence is a city in Essex County, Massachusetts, United States on the Merrimack River. According to the 2010 U.S. Census, the city had a total population of 76,377. Surrounding communities include Methuen to the north, Andover to the southwest, and North Andover to the southeast. It and Salem are...
), and three in Maine (Norridgewock, Skowhegan
Skowhegan, Maine
Skowhegan is the county seat of Somerset County, Maine, United States. As of the 2000 census, the town population was 8,824. Every August, Skowhegan hosts the annual Skowhegan State Fair, the oldest continuous state fair in the United States...
, and Norway).
In 1994, New Balance manufactured 70% of its shoes in the United States.
The New Balance production facility in the United Kingdom has been, since 1982, at Flimby
Flimby
Flimby is a village in the Borough of Allerdale in Cumbria, England. Historically within Cumberland, it forms part of the civil parish of Maryport.Flimby railway station is on the Cumbrian Coast Line...
, Cumbria in North West England, where 28,000 pairs of shoes are produced each week.
Toning footwear
A class action lawsuit against New Balance filed in 2011 alleges that the company's toning footwear touts unproven benefits. In support of its claim of false advertising, it cites a University of Wisconsin – La Crosse research study on Toning Shoes that has been funded and published by the American Council on Exercise.Researchers reported that there were no “statistically significant increases in either exercise response or muscle activation” as a result of wearing the Toning Shoes. There was no statistically significant difference between participants wearing special "Toning shoes" and controls wearing normal sneakers. The researchers concluded that there is "simply no evidence to support the claims that these shoes will help wearers exercise more intensely, burn more calories or improve muscle strength and tone.” However, it was noted that “These shoes may be encouraging a fair number of people who probably wouldn’t put on a normal pair of walking shoes and go out and walk."
Sponsorships
New Balance is the apparel partner for the Melbourne Football ClubMelbourne Football Club
The Melbourne Football Club, nicknamed The Demons, is an Australian rules football club playing in the Australian Football League , based in Melbourne, Victoria....
in the Australian Football League
Australian Football League
The Australian Football League is both the governing body and the major professional competition in the sport of Australian rules football...
. It also has one endorsement deal in the NBA with Matt Bonner
Matt Bonner
Matthew Robert "Matt" Bonner is an American professional basketball player who is currently a member of the San Antonio Spurs of the National Basketball Association . Bonner played college basketball for the University of Florida, and was selected by the Chicago Bulls in the second round of the...
of the San Antonio Spurs
San Antonio Spurs
The San Antonio Spurs are an American professional basketball team based in San Antonio, Texas. They are part of the Southwest Division of the Western Conference in the National Basketball Association ....
. New Balance also sponsors the Boston Cannonns major league lacrosse team (MLL). New Balance is also the primary sponsor of Boston's bike share system, the New Balance Hubway
New Balance Hubway
Hubway is a bicycle sharing program in Boston, Massachusetts, sponsored by New Balance and operated by . The bike share program was originally expected to be operated by Bixi, but due to lack of funding Bixi lost its contract and a new contract was signed with Alta...
.
2011 Presidential campaign
In August 2011, it was discovered that New Balance chairman James Davis had donated $500,000 to Restore Our FutureRestore Our Future
Restore Our Future is a political action committee created to support Mitt Romney in the 2012 U.S. Presidential election. A so-called Super PAC, Restore Our Future is permitted to raise and spend unlimited amounts of corporate, union, and individual campaign contributions under the terms of the...
, a political action committee
Political action committee
In the United States, a political action committee, or PAC, is the name commonly given to a private group, regardless of size, organized to elect political candidates or to advance the outcome of a political issue or legislation. Legally, what constitutes a "PAC" for purposes of regulation is a...
supporting the campaign of Republican presidential candidate Mitt Romney
Mitt Romney
Willard Mitt Romney is an American businessman and politician. He was the 70th Governor of Massachusetts from 2003 to 2007 and is a candidate for the 2012 Republican Party presidential nomination.The son of George W...
, which caused a backlash from their customers. Company president/CEO Robert DeMartini responded with a letter on the company's Facebook
Facebook
Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
page, stating that Davis had made a private donation to the Romney campaign, that it was not made by New Balance, and that Romney's signed pledge to challenge same sex marriage was not reflective of Davis, DeMartini, or New Balance's corporate stance on GLBT rights.