In the 1930s, New Balance began to expand its product line by offering made-to-order footwear for athletes who required specific support and fit. This customization set the brand apart from its competitors and laid the foundation for its reputation as a leader in performance footwear.

By the 1960s, New Balance had transitioned into a full-fledged athletic shoe company. It was during this time that the brand introduced its iconic "Trackster" running shoe, which featured a rippled sole for enhanced traction. This innovation was a game-changer in the running community and helped solidify New Balance's place in the market.

Throughout the 1970s1980s, New Balance continued to innovate, introducing technologies such as the "ENCAP" midsole, which combined cushioning and stability, and the "990" series, which became a staple for runners seeking high-quality, durable footwear. The brand also gained recognition for its commitment to manufacturing in the United States, a tradition that continues to this day.

In recent decades, New Balance has expanded its product offerings to include a wide range of footwear, apparel, and accessories for various sports and activities. Despite its growth, the brand remains true to its core values of quality, innovation, and a focus on the needs of the athlete. New Balance is also known for its support of grassroots sports and community initiatives, further cementing its reputation as a brand that cares about its customers and the world they live in.

Today, New Balance is a global leader in the athletic footwear industry, known for its commitment to performance, comfort, and style. Whether you're a professional athlete or someone who enjoys staying active, New Balance offers products that are designed to help you perform at your best, no matter where your journey takes you.