History of New Balance: from orthopedic insoles to billions of revenue without advertising from the stars

In the early 20th century, the 33-year-old Englishman William Riley moved to America to start a new life. There were no concrete plans or ideas for creating their own business from a young emigrant. According to the story, Riley spent another day in the courtyard of his house, when he paid attention to the chicken.

His attention was drawn to the way the chicken paws and moves. The bird stood so confidently that Riley noticed - a support for three points gives the chicken an opportunity to keep an absolute balance. The young businessman realized that it could be used. After a while he developed a shoe supporter, which gave support to the calcaneal part of the foot according to the pattern of the structure of the chicken paw.

In 1906 the city of Belmonte (Massachusetts) opened a company New Balance Arch, based on technology developed by William Riley.

In 1927, Riley hired Arthur Hall, who was responsible for sales in the company. He succeeded in achieving success by offering instep arresters to people who are forced to spend a lot of time on their feet, for example, to waiters or stewardesses.

Demand for running shoes has increased dramatically. The first change that Kidd carried out - changed its name to the New Balance Orthopedic Laboratory. But most importantly, with the new leadership in 1961, the company began to produce a running track model of the Trackster.