New Balance Expands Custom Made in USA Program with 993, release per NB, note by Larry Eder

New Balance Custom 993, courtesy of NB communications

For a brand to be a success, it must understand its strengths and weaknesses. I like to call that understanding the currency. NB has done amazing things with the Made is USA label and as the brand insures a renaissance with new minimalist shoes, and some new performance shoes, expanding the Made in USA program makes sense. Look at the brands doing well in US at this time, and you will see, that, most importantly, they understand their currencies-the intangibles that the consumer uses to judge the brand. If you do not get how the consumer (and in run specialty, the staffer selling shoes on the floor) looks at your brand, your brand will not succeed. Simple, yet complex. Like a Buddhist koan.



BOSTON, February 8, 2012 - New Balance announces the addition of the 993 to the brand's domestic manufacturing customization program. The program launched in April 2011 with the US574, the first customizable athletic shoe made in the USA. The 993 and US574 are made at the company's Norridgewock, Maine manufacturing facility.  Both are timeless running silhouettes are available exclusively through .

"The New Balance Custom 993 enables you to be the designer and choose from premium material and color options to personalize your own iconic New Balance 993, a legendary style from New Balance," says Steve Gardner, Strategic Business Unit Manager for New Balance Lifestyle.  "Once you design your 993, our associates in Norridgewock will use their high quality craftsmanship to produce it for you."

993_09_brown.jpgNB Custom 993, courtesy of NB communications 


There are twenty areas to customize with your color choices including the base, mesh, vamp, heel wrap, saddle, tongue and accents. The premium nubuck leather and suede offered on the 993 is available in twenty three colors and is individually cut by New Balance associates now with an option of a leather or reflective heel tab.  The 993 can be personalized with up to eight characters per shoe stitched on the foxing on the shoe's back tab and there are sixteen choices of embroidery thread.  The 993 is available for $174.95 plus shipping in men's sizes 7-12, 13, 14, 15, 16 in widths D and 2E and women's sizes 5-10, 11, 12, 13 in widths B and D.  The 993 is shipped out within 4-8 business days of ordering.


New Balance's Norridgewock, Maine, manufacturing facility was established in 1982 and today employs more than 350 associates.  As the only athletic shoe company that currently manufactures footwear in the U.S., New Balance employs 1,200 associates across five New England facilities to produce a quarter of the brand's U.S. footwear shipments each year. Where the domestic value is at least 70%, the shoe is labeled "Made in USA." 


New Balance was founded in Boston in 1906 as an arch support company and in 1938 produced the brand's first pair of running shoes. Please visit  for more information about the 993.


About New Balance: New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host.  New Balance is currently the only athletic shoe company that manufactures footwear in the U.S. with 25% of our U.S. footwear shipments produced at five New England facilities. The company also operates a manufacturing facility in Flimby, U.K.  New Balance employs more than 4000 associates around the globe, and in 2010 reported worldwide sales of $1.78 billion. To learn more about how New Balance Makes Excellent Happen, please visit


Leave a comment

Wake up to RunBlogRun's news in your inbox. Sign up for our newsletter and we'll keep you informed about the Sport you love.

Subscribe to RunBlogRun's Global News Feed

* indicates required