In an ‘I can’t believe this isn’t that important yet’ shoe development, New balance have announced that the brand’s “Made in USA Fresh Foam
“It’s a small detail with a big impact,” says a recent New Balance press release. “We’re making one of our most supportive and premium models more inclusive than ever before.” But why is a requirement that seems so obvious, so limited in supply? Ordering shoes for loose sides is often a specialist matter and not often available from the major sneaker brands. Craig Heisner, Senior Director of Wellness and Verticals at New Balance, feels the same way. “It’s one of those ideas that feels like it should have been around a long time ago,” he said M&F. “The challenge has always been that the entire shoe industry is built around selling shoes in pairs. From production and packaging to inventory and sales systems, everything is designed to bring two shoes together as one unit.”
New Balance doesn’t take sides with the Made in USA Fresh Foam X 1540v4
New Balance, on the other hand, has decided to rethink the entire shoe retail process and no longer stick to one side. “Our domestic manufacturing and flexible fulfillment options allow us to treat each shoe – left or right – as its own product, without sacrificing quality or fit,” Heisner told M&F. “It’s a meaningful step toward making our most supportive and premium models more inclusive and ensuring more people can experience comfort and performance with shoes that truly fit them.”
The Made in USA Fresh Foam NB has designed a mesh upper to combine structure and breathability for long-lasting use, while the new double insert system accommodates a variety of foot shapes. Not only can customers choose a separate size on each side, but they can also select a foot width option.
“We’ve seen a very positive response since the launch of the program,” notes Heisner, and a quick check of New Balance’s official website confirms this. “After a few sessions, very happy with the fit and feel,” wrote one reviewer. “It’s great to be able to get a single shoe delivered without having to go through time-consuming shoe exchange communities or flaky stuff on Zappos. It’s great to get a high-quality running shoe that you can use with a prosthetic running leg.”
Heisner said M&F that he is “very proud to be part of a brand like New Balance that is actively making a difference.” He adds: “It’s worth knowing that our work goes beyond products: it’s about creating access, representation and opportunity for everyone.”
The Made in USA Fresh Foam “This launch really highlights what makes the brand special,” said Heisner. “Our ability to combine innovation with purpose. I’m grateful to be part of a team that creates real impact and makes everyone feel represented.”
Each Made in USA, Fresh Foam X 1540v4 shoe is now available individually for $109.99 each.
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