The story of American sports shoe brand New Balance, began in Boston, Massachusetts in 1906, when William J. Riley, an English immigrant committed himself to helping people with problem feet by making arch supports and prescription footwear. The mission of the brand, now universally recognized as one of the world’s leaders in sports shoes for athletes and lifestyle sneakers, is to help athletes achieve their goals, whether they are professionals who want to break records and win medals, sportsmen who want to improve their personal best, or simply people who choose to follow a healthier and more active lifestyle.