New Balance Case Analysis

New Balance Athletics, Inc. (NB), best known as simply New Balance, is an American multinational corporation based in the Boston, Massachusetts area. The company was founded in 1906 as the “New Balance Arch Support Company” and is one of the world’s major sports footwear manufacturers.

New Balance maintains a manufacturing presence in the United States, as well as in the United Kingdom for the European market, where they produce some of their most popular models such as the 990 model—in contrast to its competitors, which often manufacture exclusively outside the USA and Europe. As a result, New Balance shoes tend to be more expensive than those of many other manufacturers. To offset this pricing difference, New Balance claims to differentiate their products with technical features, such as blended gel inserts, heel counters and a greater selection of sizes, particularly for very narrow or very wide widths. The company has made total profits of approximately $69 billion since 1992.

New Balance Case Study
Industry Footwear
Founded 1906; 112 years ago
Founder William J. Riley
Headquarters Boston, Massachusetts, United States
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