Do the Chicken Dance for New Balance Shoes
Dateline: Boston, 1906. William J. Riley watched laborers shuffle across the uneven cobblestone streets, their boots scuffed, their steps uncertain. Each grimace told a story—long hours, aching feet, the relentless strain of work. A problem demanded a solution. Riley, a cobbler obsessed with balance and biomechanics, studied the surefooted stance of a chicken: three-pronged, stable, efficient. Why couldn’t shoes offer the same natural support? That question sparked a revolution in footwear—a simple innovation that laid the foundation for the New Balance Arch Support Company.
While competitors slashed costs by outsourcing, New Balance held the line. Every stitch, every sole, every reinforced arch—crafted by skilled American artisans who refused to cut corners. Why does this matter? Because it means your shoes last longer, support better, and keep you moving without discomfort. Mass production? Not here. Every pair embodies durability, precision, and the steadfast belief that quality still matters.
Craftsmanship, Sustainability, America Jobs, American Manufacturing
Sustainability isn’t a buzzword—it’s a commitment. By 2025, New Balance will run its factories on 100% renewable electricity, shrinking its carbon footprint with every step. Hazardous chemicals? Phased out. Waste? Minimized. New Balance isn’t just making shoes; they’re building a future where performance and responsibility walk together.
The same craftsmanship that built an empire lives on in the New Balance 608v5 Cross Trainer. Trusted by some of the world’s most elite athletes—including Olympians, Grand Slam champions, and even the Boston Red Sox—New Balance engineers performance footwear built for relentless movement. And few professions demand more from their feet than healthcare.
That’s why nurses, doctors, and frontline medical workers rely on the 608v5 to get them through the longest shifts. Designed for constant motion, its ABZORB midsole softens every landing, turning impact into energy. The internal midsole shank delivers stability where it counts, while dual-density collar foam cradles your foot in comfort, ensuring you can focus on saving lives—not sore feet.
Whether you’re a world-class athlete chasing a championship or a nurse tackling a 12-hour shift, one thing is certain—when every step matters, New Balance delivers.
Before founding New Balance, William J. Riley spent years as a waiter, observing servers shuffle between tables, their spines rigid, their feet aching, their movements stiff with fatigue. He didn’t just notice discomfort—he analyzed it. Night after night, he sketched solutions, refining ideas for better support. The answer? A simple insole inspired by the unshakable balance of a chicken’s foot. What began as a modest adjustment grew into the foundation of one of America’s most trusted footwear brands.
Some shoes last a season. New Balance builds a legacy—one step at a time. Crafted in the U.S.A., designed for real life, and made with the same dedication that started it all. Join the millions who trust their feet to New Balance. Because when you choose quality, you choose confidence. Step forward. Step into New Balance.
💬 What’s the longest shift, hardest workout, or biggest challenge your feet have carried you through? Share your story below!
American Small Business – New Balance Iconic Ambassadors
- Bukayo Saka: A football player for Arsenal F.C.
- Endrick: A football player for Real Madrid
- Coco Gauff: A tennis player
- Gabby Thomas: A track and field athlete who competes in the 200m, 4x400m, and 4x100m
- Shohei Ohtani: A baseball player
- Musicians and celebrities Jaden Smith, Storm Reid, and Selena Samuela… and
- The Boston Red Sox. (Another sort of American Icon)
🩺 “We think Nurses Are the Real MVPs—New Balance Keeps Them Moving.”
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