ALWAYS IN BETA
New Balance is one of the most iconic and respected American sportswear brands. Founded in Boston, Massachusetts, in 1906 as "the New Balance Arch Support Company", the brand started manufacturing arch supports and other accessories designed to improve shoe fit. In 1961 New Balance designed and manufactured the "Trackster", the world's first running shoe made with a ripple sole. So with the 1960's the brand started to focalize its efforts in manufacturing innovative, good quality and Made in USA-only running shoes, and with the running boom that struck the U.S. in the 1970s New Balance' sales grew rapidly and soon it became a global company with a wide range of products manufactured in USA and through the new facility in Flimby, England. Starting form the late 1980s New Balance introduced some of the most iconic and beloved styles in its history (such as the 574, the 1300 and the 1500) as well as new technologies for its soles like the Encap and Abzorb cushioning systems. In the late 1990's, while the NB's competitors started to manufacturing in the far East, the company chose to stay true to its DNA and to keep the production between USA and England: a strong decision, with a solid focus on quality over quantity, which made New Balance's products a new cult also in fussy countries like Japan and Europe. Today New Balance keeps on with its legacy and continues to innovate with new design and technologies and to rework its most iconic styles with the same attention to quality which distinguishes the company for over 100 years.