New Balance's reputation spread, and by 1941 they were making custom shoes for running, baseball, basketball, tennis and boxing.

In 1949, William Riley retired at the age of 78. Arthur Hall took over management and sales. In 1953, his daughter Eleanor and her husband Paul Kidd took over the company. (When Paul was 20 years old, his shoes were so narrow that his toenails were digging into his toes, so in 1929, Eleanor's father Arthur gave him a pair of New Balance shoes. He has been wearing New Balance shoes ever since.)

In 1956, William Riley died. The Kidds changed the company name to "New Balance Orthopedic Laboratory" to emphasize their reliance on scientific research and to promote New Balance's policy of offering a wide range of footwear products.

Dr. Ken Cooper, a best-selling fitness author, believes New Balance introduced the first shoes "made specifically for running."

With production demands so great, New Balance was on the verge of bursting at the seams, so they decided to move to 176 Belmont Street, Washington. Bigger space, better people - this new home was a great fit.

On January 1, 1970, the company name was changed from New Balance Orthopedic Laboratory to New Balance Athletic Shoes.
(New Balance Athletic Shoe, Inc.).

Current Chairman Jim Davis became the owner, inheriting the "width sizing" that the brand had valued from before, which allows customers to choose from multiple foot sizes, and further developed the company's shoe manufacturing.

Terry Hackler, who joined New Balance, incorporated the N logo into the design and adopted a numbering system to indicate shoe models with numbers. These were born from the idea of valuing the brand itself, rather than creating a star shoe.

Tom Fleming won the New York City Marathon wearing the recently developed 320 running shoes.

This model was born in the 70s when not all runners had the means to run on well-maintained tracks. It was a pioneer of off-road running shoes designed to handle rough terrain.

This model is specialized for road racing, with a slim and clean silhouette, and a unique sole structure that is eye-catching both functionally and aesthetically. It is characterized by its light weight and high grip.

The company launches its first apparel line, featuring GORE-TEX® tops and bottoms, nylon and mesh singlets, and nylon tricot shorts and tops.

Secures office and manufacturing space at 61/65 North Beacon Street in Brighton, Massachusetts.

A suede-upper running model produced by Tsukihoshi Kasei in the 1980s. It became popular for its high cost performance and was accepted by a wide range of age groups for its comfortable cushioning. It was later reissued as a made-in-the-USA model.

The New Balance Skohgen factory was established by reusing the labor and space previously owned by the Norwalk Shoe Company in Skohgen, Maine.

New Balance's first hiking boots were developed in collaboration with Rainier Mountaineering's Roe Whittaker, the first American to successfully climb the north face of Mount Everest.

As the name suggests, this is a basketball model that New Balance took great pride in. It incorporates the shock absorption performance it has developed in running shoes, and has captivated NBA stars.

We collaborated with England national soccer team captain Bryan Robson to design high-performance soccer boots.

The first in the 1000 series. A milestone that changed the way sneakers were perceived. It attracted attention for its excellent cushioning, the brand's iconic grey colour, design and high quality, and was praised for its comfort.

Developed as an off-road running shoe at the time, this high-spec model features a highly stable "SL-2" last and a rounded forefoot shape. Its popularity sparked with its texture and color variations that are perfect for daily use, and it has become a classic and everlasting item.

It debuted as a Made in USA shoe as the third in the "99X" series, following the "990" that was released in 1982. Due to its comfort and design, it has been loved for a long time not only as a running shoe but also for everyday wear, and has become a standard for New Balance.

With an upper design that evokes the arrival of a new era and an advanced one-piece molded midsole that uses the more advanced, three-dimensional "ENCAP," this masterpiece incorporated all of the cutting-edge technologies of the time, and became renowned as a status shoe for runners.

Until now, midsoles had to be separated due to technical reasons, but this model uses a revolutionary one-piece midsole equipped with ENCAP. The fusion with the heavy upper provides an outstanding fit, which is a new innovation, and this monumental model surprised the market when it was released in 1991.

The "998" debuted as the fifth in the "990" series. The "998" was the first shoe to feature "ABZORB" technology, which provided exceptional shock absorption performance. Its excellent fit and comfortable feel earned it the support of many runners.

It was developed as a successor to the "1300," but due to its revolutionary structure it was abandoned as it could not be mass-produced with the technology at the time. It was not released until 1994 after being redeveloped.

It was released in 1994 as the first 1000 series shoe equipped with ABZORB, which has excellent shock absorption and resilience. It features a unique futuristic upper design.

The "999" combines a solid upper design full of craftsmanship with a cutting-edge, high-tech one-piece molded midsole. It features a three-dimensional, modern classic look that is unique to the mid-90s.

The 580 was released in 1996 as a pioneer of trail running models and attracted a lot of attention. The characteristic wide flat sole is inherited from the DNA of the 500 series, providing outstanding stability.

This trail running shoe was released as the "ALL TERRAIN (AT)" model, with the ability to run on rough terrain. It features an outsole with excellent grip and a midsole with excellent cushioning equipped with ABZORB.

The first "990" was released in 1982, and after technological advances, the second-generation "990V2" was released in 1998. This model featured a midsole that was the first to make visible ABZORB, a shock-absorbing material that was the latest technology at the time, and achieved excellent shock absorption and resilience.

This model was developed with the theme of the feeling of wearing it rather than just wearing it. As the name suggests, it is an ultra-lightweight speed model weighing just 150 grams per shoe.

It was released in 1999 as the last flagship model of the 1000 series. The outsole is made of a newly developed rubber compound called "N durance", which has made a big leap in durability. As the last high-performance model of the 90s, it is a shoe that is persuasive enough to justify its high price.

The design follows the off-road shoe design that is characteristic of the 500 series. Today, this series is loved all over the world as a lifestyle shoe.

The first Japanese-made racing shoes by New Balance Japan. Thanks to the meticulous workmanship that only Japanese craftsmen can provide, these shoes stood out among the famous COMP series.

The 991 is the eighth model in the 99X series, released in 2001 as the next-generation model of the 990v2. It is the first model in the series to feature ABZORB, which has excellent shock absorption properties, in the forefoot and heel, and a completely redesigned midsole.

The "M2000" exudes a stately presence with its three-dimensional N logo and synthetic leather. A flagship model worthy of the start of the 21st century.

A Team New Balance runner wore these lightweight racing shoes in the Chicago Marathon and broke his own world marathon record at the time.

This shoe can be said to be the perfect version of the "M2000" that has evolved while inheriting the design of the "M2000" and achieving even further running performance.

For the first time, baseball is offering all foot sizes in every shoe to deliver better performance on the field.

The shock absorption and resilience have been further improved, and the shoe is also lighter. The heavy design exudes the dignity of a flagship model, and the combination of excellent comfort and classic style makes this shoe a favorite among many fans even today.

A perfect reproduction of the original. The NB logo on the tongue is 14 bars, and the Ⓡ mark is placed at the bottom right. The Vibram outsole is also great. The text on the back of the tongue is also a reproduction of the original, down to the way the paragraphs are placed. The stitching on the N logo is also rounded at the same angle as the original.

The New Balance product numbering system has changed, and the last two digits now indicate the nature of the model, with the number "40" added. This model is designed to express high quality, like leather shoes. The midsole is made of ultra-lightweight REVLITE material.

Just like the 2010 version, it is a perfect reproduction. There were two types of labels on the back of the tongue when the original was released in 1985, and this is a reproduction of a different label from the 2010 version. Just like the 2010 version, it is reproduced to a high level.

The midsole uses an ENCAP structure made of PU and ACTEVA LITE to improve support and cushioning. Reflective material is used on the toe, heel, and N-mark to reflect light from any angle, supporting safe running. The design has evolved to be more sporty.

M.Lab has released a new last based on data collected over the past several decades measuring the foot shapes of tens of thousands of runners. This shoe combines fit, support, and breathability with attention to detail.

With a simple design made of high-quality pigskin suede and mesh, ankle support with a TPU collar strap, improved cushioning with the newly adopted Ortholite insole, ENCAP structure that combines stability and shock absorption, and ABZORB with shock absorption and rebound elasticity, this flagship model delivers reliable functionality and comfort.

The pants collection "WAIST TO TOE" is available in five silhouettes based on the concept of making New Balance shoes look their best.

The "FuelCell 5280" gets its name from the 5280 feet that is converted into 1 mile. The shoe features a multi-directional carbon fiber plate inserted into the "FuelCell" midsole, which has excellent resilience, and is designed for high-speed races over short distances, allowing high-level runners to run at high speeds.

A lifestyle model that combines a solid design inspired by the MR2002 with a high-performance sole. It uses a high-spec sole unit that combines "N ERGY" and "ABZORB" like the "M860".

The BB550 is a reproduction of the PRIDE550, a basketball shoe for athletes released in the 80s. It is a low-cut model with a sole that provides excellent cushioning and stability, and like the original, it features a leather upper that fits comfortably on the foot.

Due to COVID-19, shoe production at our US factory was halted and we developed and manufactured medical masks.

Following the 2010 and 2015 models, this is a complete reissue. It features a Vibram sole, stitching, and other details that are faithful to the original. It also features Horween nubuck leather, further improving the quality.

The MS327 is a new model that reconstructs the 1970s retro running shoes that laid the foundation for New Balance running shoes with a modern design. The new line, which has a fresh design that has never been seen before and still expresses the brand, has become a popular model.

The 1300 is Made in Japan, manufactured by Mimurabo using domestic nubuck leather.

The 1300 is made in Japan using tanned leather and manufactured by Mimurabo.

Introducing the "574," which inherits the DNA of the 576 born in the '80s, and the "57/40," a next-generation sneaker inspired by the wavy designs of the '90s and shifted to the modern era.

WAIST TO TOE has evolved and is now available as "MET24" in two new lines: the tailored line and the active line.

The new silhouette "90/60" is inspired by the 900 series and the 2000s performance running "860".