The term Made in Britain stands for high quality and exacting standards. At home, British manufacture has a somewhat tarnished reputation of late; however this is not the view from other countries around the world which still hold our British manufacture as a sign of the highest quality craftsmanship. It is no doubt the reason why over 90% of the 28,000 weekly shoe production head overseas. Travel to India, South America or Asia and you will find that British manufacture stands for a great deal, and is world renowned for the quality for which our country is famed.
The best of British still remains true at New Balance. They continue to make the bulk of their shoes the UK, in spite of the competitive markets of Asia. New Balance is keen to keep their manufacturing on British soil, and is one of the few truly British fitness footwear companies. New Balance is now 23 years old, and still remains true to its 1979 roots when it was formed from Fleetfoot, the company run by Olympic Gold medal winner Chris Brasher. Since then, the company has expanded its output and provides over 200 jobs at its Cumbrian headquarters, and has even won a Queen’s Award for Enterprise.
Their drive comes from making running pleasurable, which is a pretty tall order. Running can be cruel, painful and highly demanding. For many, running is an anathema best left for hardcore fitness fanatics, however it is a mission of New Balance to change this and make running a pleasure for all, incorporating the latest technological advances and materials to make the sport fun and give the utmost comfort for the feet.
But it’s not all about running, and whilst New Balance ensures that fashion never dictates their footwear designs, they still manage to produce some of the most fashionable trainer models available, in particular with their classics range which offers a retro coolness reminiscent of the 1980’s.
The New Balance 790 range took New Balance running technology and created a mid basketball court shoe which was years ahead of its time when it came on the market in the mid 1980’s. The 360’s are still produced and offer a shoe which harks back to a more simplistic age when all you needed was a flat sole and a protective toe bumper. With the bewildering array of new technologies on the market aimed to keep the feet in the ultimate comfort, it is easy to forget that over 25 years ago, trainers were comfortable and functional, and these models demonstrate that they are still as good as the day they were first made.
Sweaty feet are now a thing of the past with amazing breathability and moisture wicking properties that modern materials and British design offers. In the running and multi-sport shoes, New Balance utilise all materials and technologies available, and produce some of the highest calibre footwear on the market. When it comes to technology New Balance are not found lacking.
The NB Stability Web system gives optimal arch support, Ortholite shoe inserts give perfect support, and a Lock Down liner integrates the lacing and liner to form a custom fit around the top of the foot. N-Durance soles offer maximum longevity rubber for long lasting grip and AbZorb FL patented New Balance foam cushioning reduces the shocks and cushion the joints of the lower body. However it is the N-ERGY technology which stands out as a vital component for the comfort and performance of New Balance trainers. This innovation offers responsive cushioning with a quick elastic return for the smoothest heel to toe transition, and a unique impact force distribution system to absorb the stresses and dissipate them throughout the entire strike zone. For long distance comfort and a perfect lightweight neutral training shoe the Best of British New Balance trainers remain at the top of their game.