The American brand, New Balance, was established in 1906 by Mr. William J. Riley in Boston, the marathon city of the United States. It is known as the "President's Jogging Shoes" and "The King of Jogging Shoes" in the United States and many countries. Since its founding in Boston, USA in 1906, NewBalance has been adhering to the spirit of manufacturing excellent products and has continuously made progress in technological materials, product appearance and comfort. The only thing that remains unchanged is that NewBalance operates with high standards of ethics, 100% customer satisfaction, and the spirit of teamwork in order to become high-tech. "NewBalance" encountered a trademark infringement lawsuit in the domestic market. On April 24, 2015, the Guangzhou Intermediate People’s Court issued a first-instance judgment on this high-profile trademark dispute case. The court held that New Balance Trading (China) Co., Ltd., an affiliate of the American company NewBalance in China, had infringed upon others’ trademark exclusive rights by using the registered trademark “New Balance” and must compensate the other party 98 million yuan. On March 25, 2021, according to interface data statistics, NewBalance issued a statement to "boycott Xinjiang cotton" in June 2020. [5] H&M’s statement to “stop using Xinjiang cotton” caused dissatisfaction among Chinese netizens. In fact, there are many foreign companies that have made statements about "cutting off" with Xinjiang cotton in the past two years. These include BCI members Burberry, Adidas, Nike, New Balance, etc.