The New Balance
THE NEW BALANCE: AN AMERICAN CORPORATION New Balance Athletic Shoe, Inc. in APA Style Jennifer Brown Western International University International Business 300 Professor Albert Melvin Company Profile In 1972, the then arch support company was purchased by its current owner, Jim Davis. With a personal interest in marketing, he saw a bright and promising future for the company and for leisure products in general. With the 1970s also came an enormous running & jogging craze. New Balance, like its competitors, saw this as an opportunity for growth and surged forward into the creation of quality running shoes for professional athletic teams, local schools, and other sports related organizations; never having ventured into publicsales. In the late 90s, New Balance was also inundated with pressure by a consulting company which probes into human rights standards at production companies overseas. With one factory overseas in England, a spokesman for New Balance spoke out. He was quoted as saying, “many of the shoes that are manufactured overseas were sold in overseas markets” and that “70% of manufacturing is still conducted in the US.” Products Known for the original arch support products of original New Balance Company, they also now offer some of the best fitting running shoes having been among the first in their field to offer shoes in a wide range of widths. Their running shoes are not flashy, but are structured for performance running. To this day, New Balance maintains the numbering system that originated in 1906. Their running shoes are not marketed with high-tech fantastic names, but with a simple number format that helps identify its specifications. New Balance has also recently branched out and has gotten involved with athletic apparel that compliments their style of shoe and created to enhance athlete performance. Partnerships From arch support, to running shoes, and now into sporting goods and apparel, New Balance now has a wide variety of product...
View Full Essay
