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Superfeet Licenses New Balance Brand for High-Tech Custom Insoles

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 than 40-year track record in bringing innovative, high-quality products to market has earned trust from athletes of all abilities making them the perfect accessory for New Balance,” Christine Madigan, vice president of accessories and licensing at New Balance, said in a statement.

Under the terms of the deal, Superfeet will make two strains of New Balance insole products: off-the-shelf items and custom-made goods.

Consumers interested in a custom fit can visit a New Balance store to use a Fitstation by HP, undergo Volumental 3D foot scanning and experience other gait analysis technology to design custom insoles. Using that data, Superfeet will use produce the custom insoles with HP Jet Fusion 3D printers at its Washington state Flowbuilt Manufacturing facility.

“New Balance is known around the world for delivering unsurpassed comfort to their customers. We are honored to have been selected by New Balance as the company who will help build that legacy into the future,” John Rauvola, CEO and president of Superfeet, Inc., said.

Superfeet x New Balance insoles are built using three key elements: a contoured silhouette sculpted for pain relief, supportive foam construction that disperses impact force and an “energizing” foundation to keep the wearer fresh throughout the day.

New insole products will be separated into three categories of running, sport and casual. The running category, for example, will include the thickest, most supportive insoles for men and women, including a thin-fit cushion for low-profile running flats.

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Insoles developed for the sport category will have a lower level of cushion, decreasing the weight and profile of the insole for faster reactions during high-impact activities. Superfeet’s casual insoles, however, will include features like memory foam, therapeutic cushioning and moisture-wicking odor control.

“The addition of New Balance insoles to the Superfeet portfolio provides us the opportunity to further our company mission of helping as many people as possible by providing Superfeet shape to even more customers,” Rauvola said.

New Balance insoles shaped by Superfeet will be immediately available at New Balance stores, online and through the brand’s retail partners. This year, Superfeet plans to offer New Balance insoles in Asia, in addition to North America.