New Balance, 1906, Mr. William J. Riley was founded in Boston, the marathon city of the United States. Now it has become a favorite brand of many successful entrepreneurs and political leaders, and is known as "President's jogging shoes" and "King of jogging shoes" in the United States and many countries.

The reason why New Balance can become the second largest sports shoes brand in the United States and even beat Adidas and other brands in this extremely market-oriented country is because the company can accurately locate the market. It is different from Nike or Adi, and its positioning is mainly aimed at adults who have certain requirements for shoe comfort. It believes that this part of customers will pay attention to the comfort and protection of feet from the appearance of shoes, and at the same time have strong purchasing power. And because of its unique positioning, it hardly shares the market with several other shoe giants.