With their roots in arch support that dates back to 1906, New Balance was founded in Boston, MA, by William J. Riley, an English immigrant. However, it wasn’t until more recent years that they truly began to embrace tennis.
Throughout the early 1900s, New Balance remained focused on orthopedic footwear and arch supports until 1938 when the company launched its first running shoe.
A few years later, they began creating athletic shoes for tennis, baseball, and boxing, but they endured as a local shoe brand and retained their primary emphasis on orthopedics.
In 1960, New Balance launched the Trackster, which is their first shoe that came in different widths. Although more commonly offered by shoe brands these days, it remains one of New Balance’s Hallmark features.
Throughout the late 70s, New Balance takes off in popularity, backed by a vote that names them the no. 1 running shoe in Runner’s World magazine.
Despite their success, they resist the urge to endorse professional athletes as is familiar with other tennis brands and even adopt the slogan, “Endorsed by No One,” and they still hold that trademark.
That is, somewhat shockingly, until 2009 when they bring on their first athletes in baseball and basketball.
Only a few years ago, in 2014, New Balance partnered up with Milos Raonic, who became the brand’s first true ambassador, which would start a trend that subsequently brought on Heather Watson, Danielle Collins, Nicole Gibbs, and more recently Cori Gauff and others.
Today, tennis has become a core focus for the brand. Let’s take a look at their current lineup of tennis shoes.
The breadth of tennis shoes available shows the companies commitment to the sport, and we’d expect that investment continues with young up-and-coming athletes like CoCo Gauff as members of the team.