While many well-known sneaker brands like Nike and Adidas manufacture overseas, athletic brand New Balance continues to make sneakers in the United States. This year they expect to make more than 4 million pairs at their five factories in Massachusetts and Maine.
New Balance aims to compete in the $55 billion-dollar sneaker market. One key to New Balance's success is offering something that can't be done as quickly overseas: customization.
"The fact that a consumer can go online and order a pair of custom shoes that's delivered the next day, our competition can't touch us in that space," said Brendan Melly, the director of U.S. operations for New Balance.
New Balance, headquartered in Boston, Massachusetts, announced last week that it is adding additional sneaker styles to the customization program, known as NB1. The popular program allows shoppers to design the color scheme and look of their sneakers on NewBalance.com. Customers can also have a personalized message embroidered on the back of the shoes.
Sneaker models that can be customized include the everyday 998, the classic look 574, and the 990 and 993 running shoes.