New Balance

Kasey Mitchell, Indira Washington,

Natalie Jeszke, and Tana Vaughn
 FOUNDER
Historical William J. Riley, an irish immigrant,
founded New Balance in 1906 in Boston.

Overview When New Balance was first founded it

was registered at “New Balance Arch
Support Company Inc.”

WHY NEW BALANCE

Riley came up with the name New
Balance from watching chickens in his
yard. He was inspired by the arch support
that chickens have.

GROWING THE TEAM

In 1927, Riley hired Arthur Hall to be a
salesman for New Balance. Later in 1934,
Hall became a business partner.
SELLING OUT
The company started doing business under the
name of “New Balance Athletic Shoe company.” Historical
In 1956, Hall sold the business to his daughter
Eleanor and her husband Paul Kidd. Overview
NEW PRODUCTS
cont.
In 1960, the couple started designing and
manufacturing the “Trackster”, the world’s first
running shoe. The trackster was given a big
boost by the YMCA and popular College Track
teams.

TODAY’S NEW BALANCE

Today New Balance is known as “New Balance
Athletic Inc. In February 2020, they announced
a deal with the NBA. They also announced a
new shoe that fits in with new competitive race
guidelines
 MAJOR CHANGES
2021
Aptos’ cloud-based applications to expanded fulfilment options,
optimize merchandise availability, and help provide seamless

IN TECHNOLOGY
interactions across channels and better enable the company to make
data driven decisions. In this new partnership, New Balance can harness
the power of SaaS and microservices and tap into proven-at-scale and
functionally rich solutions.
2017
New Balance began a partnership with Formlabs to develop a 3D printing
production system in house, enabling new possibilities and opportunities for
innovations in footwear like custom-made, high performance Rebound Resin.
“One of the things that’s really exciting for us is that it provides a very different
experience for the runner” - Katherine Petrecca, New Balance General
Manager of Footwear at the Innovation Design Studio

"For more than 100 years, New Balance has been a brand and business in motion — we
were born to move" --Stephanie Smith, VP of retail, North America, at New Balance
MAJOR CHANGES IN
CONSUMER DEMANDS

● Regardless of the change in consumer demands, the company’s emphasis

on quality has never changed.
● The consumer continues to seek brands that are made well and made
local. In response, New Balance has expanded its “Made in the USA” line,
which features shoes that derive at least 70% of their value domestically
and allows customers to design custom shoes and receive them the next
day. Furthermore there is demand by the customer for personalization
across all aspects of the retail experience. New Balance always pursues
high levels of quality and quick customization.
● “The same energy and passion that we invest in our products, people and
communities can be found in our commitment to offering modern,
differentiated and highly satisfying customer experiences.” -Stephanie
Smith, VP of retail, North America, at New Balance
 MAJOR CHANGES IN
GOVERNMENT REGULATIONS
● New Balances Code of Conduct is formulated by government standards based off
of the International Labor Organization’s core conventions, the Universal
Declaration of Human Rights, and the leading standards on occupational safety
and health.
● This code of conduct was enforced among the entire company to ensure a safe
working environment, minimal conflicts of interests, proper global practices
including cooperating with government requests immediately, protecting
consumer or company information and reputations, handling accounting aspects or
records, and other general policies that involve reporting issues or taking legal
disciplinary action.
● Numerous regulations have been set to make sure New Balance isn’t working or
taking advantage of illegal or unsafe suppliers located in other countries since it is
difficult for New Balance to source their shoes from within the United States.
MAJOR CHANGES IN
SOCIAL PARAMETERS
● The New Balance Foundation was created in 1981 by Jim and Anne Davis to embrace
responsible leadership and philanthropic goals within the company. The philanthropic
goals focused on helping communities reach good health for all, eliminating
childhood obesity, and championing today’s youths future success. Since this
foundation started, it has remained on track with this same mission and has donated
over $100 million to non-profits.
● New balance has also worked towards being more sustainable, reducing carbon
emissions, and empowering women employees. By 2025, they hope to only be using
materials such as cotton and leather only from preferred sources and 50% of the
polyester used will be recycled. Also by 2025, every women working in the factories
will receive education. By 2030, New Balances carbon footprint will be reduced by
30% and 100% renewable electricity will be sourced for facilities.
 115
Years since its founding, how is
New Balance still thriving?

1.Brand Storytelling
New Balance uses a narrative to
connect to customers. The brand
does this by telling the story of its
origin and dedication to healthy
arches.
2. Brand consistency
By continuously pushing this
messaging through all marketing
strategies, the company is able to
build a connection with consumers.
The brand story is centered
around the “Endorsed By No One”
philosophy of New Balance
helping the average person. This
stems from the founder’s 1927
decision to become a traveling
salesman to make things feel
more personal.
The philosophy “driven by more
than sport” as well as ad
campaigns that reinforce
messages of New Balance being
for everyone, as seen in the
example pictured.
 3. Brand trust
With its innovative technology and focus
on quality, New Balance has built and
maintained consumer confidence. By
utilizing ads to remind consumers of its
focus on them, innovation and quality,
consumer trust is fostered.

New Balance has maintained its

consumer trust through innovation,
running ads detailing the innovative
features, delivering high quality
lightweight shoes for various activity
levels, offering excellent customer service
(including a lifetime warranty), promoting
its ethical practices and more.
 Work Cited

New Balance History | the story since 1906mastershoe.co.uk

from orthopedic insoles to billions of ...steemit.com
New Balance: Brand History, Philosophy ...heddels.com