When the shoemaker William J. Riley produced his first sneakers and insoles in Boston in 1906, he had one idea in mind: Give people with foot problems a perfect fitting shoe. So he called his products New Balance. Besides streetshoes he began designing sportshoes for track and field and basketball in 1941. Because his sneakers exceptionally considered the natural form of the human foot, they were soon worn by thousands of athletes all over the world. Today New Balance is the forth largest sports brand of the world. It still stands for outstanding comfort and modern design.