The story of New Balance began in 1906 in Boston, Massachusetts, with shoe insoles for people with foot problems. Today, New Balance is not only one of the most innovative running shoe manufacturers, but also one of the oldest. From ambitious marathoners to recreational runners, for a fast-paced workout on asphalt or a trail run in the mountains, New Balance offers the right shoe for every situation. New Balance's versatile color and style palettes offer something for every sneakerhead, and the brand enjoys cult status, especially with its traditional models. The New Balance brand was founded by orthopedic shoemaker William R. Riley. While observing chickens in his garden and noticing that they had an extremely stable stance with their three claws, he had the idea to develop a new insole with three supports.

For him, it was the "new balance." And at the same time, he had found the right name for his company.