New Balance Lifestyle combines classic designs from the past with bold ideas from the future. New Balance create shoes that celebrate heritage, craftsmanship, innovation, imagination, and their deeply held belief that grey is beautiful (even when their shoes aren't grey).

New Balance Athletic Shoe, Inc. (NBAS), best known as simply New Balance, is an American footwear manufacturer based in in the Brighton neighborhood of Boston, Massachusetts, United States of America. It was founded in 1906 as the New Balance Arch Support Company. Eschewing expensive advertising campaigns, it has, nevertheless, grown to be one of the largest makers of sports footwear in the world.

New Balance has continued to maintain a manufacturing presence in the U.S. well as in the U.K. for the European market, where they produce some of their popular models such as the 990 model, in contrast to its competitors in the same market space who do not manufacture in the USA or UK. The result of this is that New Balance shoes tend to be more expensive than those of many other manufacturers. To offset this pricing difference, New Balance claims to differentiate their products with technical features, such as a blend of gel inserts, heel counters, and a greater selection of sizes, particularly for very narrow and/or very wide widths.