New Balance partners with Superfeet for insoles license agreement

By

Gabriella Lacombe

Published
Jan 27, 2020

New Balance has entered into a new license agreement for insoles with premium insoles company, Superfeet. 

As part of the partnership, Superfeet said it will expand its insole offering to include New Balance insoles in North America and parts of Asia, starting this year. 

The New Balance insoles line includes three purpose-built collections: 'Casual,' 'Running,' and 'Sport.' In addition, New Balance will offer custom-made insoles that use Fitstation by HP + Volumental, 3D scanning and gait analysis technology to create 3D-printed-caps tailored to each customer. These custom insoles will be manufactured on HP Jet Fusion printers and assembled at the Flowbuilt Manufacturing facility in Washington state. The insoles mark the latest customizable offering from New Balance, following the company's customizable knitted shoes with Unmade, launched in October 2019. 

"When selecting companies to represent the New Balance brand, we look to those who are as committed to serving athletes as we are," said Christine Madigan, vice president of accessories and licensing at New Balance.

"Superfeet's deep knowledge of the run category and more than 40 year track record in bringing innovative, high-quality products to market has earned trust from athletes of all abilities making them the perfect accessory for New Balance."

"The addition of New Balance insoles to the Superfeet portfolio provides us the opportunity to further our company mission of helping as many people as possible by providing Superfeet shape to even more customers," added John Rauvola, CEO and president of Superfeet Inc.

New Balance's new insoles are available now at New Balance stores, online and in select retailers.