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Superfeet Licenses New Balance Brand for High-Tech Custom Insoles

As we settle into the new year, our Sourcing Summit Companion Report looks ahead at ways to optimize processes and performance.

New Balance-branded insoles are set to become an official part of the Superfeet portfolio. The two companies have agreed to a deal for insole maker Superfeet to license insoles bearing Boston-based New Balance’s brand, including products for both high-performance and casual usage, the pair announced Thursday. “Superfeet’s deep knowledge of the run category and more…

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