New Balance is an American brand from Boston, established over a century ago as a running brand. Dedicated to production improvement and consumer-focused, the brand’s main idea is that their production should respond to the everyday needs of athletes. New Balance believes that comfortable footwear allows for the best performance, but today, it is also a popular choice for lifestyle wear, complementing every outfit.

The unusual story of the brand’s beginnings is the story of its founder, a British immigrant named William Riley, believed to have been inspired to find the perfect balance by observing chickens - as the three-toed chicken foot provides the ideal balance. At the beginning, because of its superior comfort, the footwear was intended for workers who spent their working days on their feet, but it soon attracted the attention of professional runners.

Creation of the logo, the famous “N” and the 320 model marked the beginning of the global brand that is New Balance today. The Model 320 was voted the most comfortable running shoe of the time.

Unlike other globally popular brands who competed in sponsorship agreements with major sports stars, New Balance designated their models by numbers alone and proudly displayed the slogan “Endorsed by no one”, relying solely on quality and comfort.