When your footwear doesn’t fit right, you cannot get your feet off your mind, literally. Through this internet film, we’ve made it clear that with New Balance you will think about your run, and not about your feet.

The NB/5B shoe was designed in honour of the greatest race in the greatest city in the world. The NB/5B, for New Balance/Five Boroughs, identity was created to represent the run under the RUN NYC campaign created for the event. Along with the Big Apple symbol used for the NB/5B mark, a series of graphic icons were created to represent each of New York’s five boroughs, making the insoles a thematic runner’s postcard of the race. The black and yellow colour way is of course inspired by the asphalt streets of New York.

The NB/5B marathon shoes were a great success for New Balance. The custom shoes couldn’t be missed at the Marathon Expo, which every runner attends. New Balance sales at the event were up 50%, driven by sales of the custom 993’s (which weren’t available in 2008). At a key retailer in New York where the shoes were sold, sales were up 13% from one year ago.