New Balance

New Balance stands out as one of the most respected American brand, crafting high-quality footwear and sportswear since the beginning of 20th century. Founded in Boston in 1906, the originally dubbed "The New Balance Arch Support Company" dabbled in producing arches and accessories due to improve the wearability of sneakers: those accessories became so requested that athletes started asking for tailored shoes for matches.The founder William Riley took the idea the three-fingered chickens legs, that seemed him the most natural expression of stability in nature. The first sneaker ever came out in 1938, but the brand radically changed direction in 1961: the New England company launched Trackster on the market, the world's first running sneaker equipped with a ripple sole to improve traction. New Balance sneakers started featuring the iconic "N" logo in the late '70s, after New Balance 320 released: at the beginning, the brand kept a premium yet small-scale production endorsing many winners of the New York marathon, but towards the start of 1980s it was forced to expand the production due to fulfill the ongoing demand: besides historic made in USA shoes, the American giant opened an establishment in Flimby, right in the middle of the United Kingdom, crafting coveted lifestyle sneakers sporting the writing "made in England".Moreover, the legendary debut of New Balance 990 marked the born of the legendary 99-x Series, a line of trainers summarizing the philosophy carried on by the brand: great textures, care for details and technological development bound to improve traction, stability and flexibility through a new approach enhancing every single silhouette, starting from the widespread New Balance 991 "Made in England". Every New Balance sneaker is named after a series of number, as the brand wanted its customers to focus on the shoe's features instead of nicknames and other useless details. During the '90s, hip hop artists married the New Balance attitude and singers like A Tribe Called Quest and Raekwon pushed New Balance out of the running sneakers field: the Massachusetts company debuted with the New Balance 574 and its Encap sole, an upper combining suede and mesh placed atop a sturdy gum sole, which was followed by 1300 and New Balance 1500 with their Abzorb technology, a mix of isoprene and foam applied on forefoot and heel to transform the shock stress into energy. Amongst the latest additions, New Balance MRL 247 blends elements from 574, 998 and 1300 featuring a breathable leather upper with mesh panels, reinforced heel tabs and a soft, cushioning Revlite sole. Always striving for the best combination of tech and premium textures, that's New Balance: join the crib from Boston!

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