Introduction Of New Balance
1. Introduction of New Balance
1.1. History
New Balance Athletic Shoe, Inc. (NBAS), best known as simply New Balance, is an American footwear manufacturer based in the Brighton neighborhood of Boston, Massachusetts, United States of America. It is a privately held company founded in 1906 by William J. Riley. It sells various kinds of shoes, apparel, accessories for men, women and kids.
It is believed that Riley came up with the name “New Balance” by observing chickens in his yard and demonstrated the way his arch supports worked by keeping a chicken foot on his office desk. He explained to customers that the chicken’s three-clawed foot resulted in perfect balance. In 1927, Riley hired Arthur Hall to be a salesman. In 1934, Hall became a business partner and found his niche by marketing to people whose jobs required them to spend much time standing. In 1956, Hall sold the business to his daughter Eleanor and her husband Paul Kidd. Since then, shoes manufacturing has become the major business of this company and contributed to its stable development. In 1960, New Balance released TRACKSTER series of new athletic shoes, which provided different width and marked a great breakthrough in footwear manufacturing industry.
1.2. Culture
New balance is a famous brand with over a hundred year history. Operating with the enterprise spirit of high ethical standard, 100 percent of customer satisfaction and corporation, the company works hard to be the leading brand in the area of sporting supplies and athletic shoes.
New balance shares the conviction that high quality is the best spokesman of the shoes, therefore, it has not signed contract with any sports stars. But many celebrities are favor of this brand, such as Steve Jobs, Bush, Liu Dehua. Eschewing expensive advertising campaigns, it has, nevertheless, grown to be one of the largest makers of sports footwear in the world. New Balance has continued to maintain a manufacturing presence in the United States as well as in
1.1. History
New Balance Athletic Shoe, Inc. (NBAS), best known as simply New Balance, is an American footwear manufacturer based in the Brighton neighborhood of Boston, Massachusetts, United States of America. It is a privately held company founded in 1906 by William J. Riley. It sells various kinds of shoes, apparel, accessories for men, women and kids.
It is believed that Riley came up with the name “New Balance” by observing chickens in his yard and demonstrated the way his arch supports worked by keeping a chicken foot on his office desk. He explained to customers that the chicken’s three-clawed foot resulted in perfect balance. In 1927, Riley hired Arthur Hall to be a salesman. In 1934, Hall became a business partner and found his niche by marketing to people whose jobs required them to spend much time standing. In 1956, Hall sold the business to his daughter Eleanor and her husband Paul Kidd. Since then, shoes manufacturing has become the major business of this company and contributed to its stable development. In 1960, New Balance released TRACKSTER series of new athletic shoes, which provided different width and marked a great breakthrough in footwear manufacturing industry.
1.2. Culture
New balance is a famous brand with over a hundred year history. Operating with the enterprise spirit of high ethical standard, 100 percent of customer satisfaction and corporation, the company works hard to be the leading brand in the area of sporting supplies and athletic shoes.
New balance shares the conviction that high quality is the best spokesman of the shoes, therefore, it has not signed contract with any sports stars. But many celebrities are favor of this brand, such as Steve Jobs, Bush, Liu Dehua. Eschewing expensive advertising campaigns, it has, nevertheless, grown to be one of the largest makers of sports footwear in the world. New Balance has continued to maintain a manufacturing presence in the United States as well as in