Boston-based Athletics Company – New Balance was founded by William J. Riley in 1906.

The brand originally sold orthopaedic products specifically arch supports but later restructured the business to sell tailored sneakers.

Known for its classic silhouettes and unparalleled comfort, New Balance has set its footprint in over 120 countries such as Singapore, China, Taiwan, Hong Kong and Thailand.

At the core of the company, the brand conveys an authentic and contrarian approach, where it continues to manufacture their products in-house in its factories located in the United States and the United Kingdom, instead of outsourcing production to more economical regions.

Since its first running shoes in 1938, New Balance has taken a functional and evolutionary approach to innovating its sneakers, engineering it’s patented – FuelCell technology.

This system was designed for victory, where New Balance design experts micro-analysed the biomechanics of athletes and incorporated rebound technology to optimise their performance.

This midsole foam consists of multi-directional carbon fibre plates which deliver succinct toe-off propulsion in every step.

Visit New Balance at IMM for highly functional and comfortable shoes designed for anyone to chase their best.