This article delves into the remarkable features, numerous benefits, and innovative technologies of New Balance running shoes, explaining why they are a favored choice among runners at all levels.
History of New Balance
New Balance has a rich history that traces back to its origins as a small arch support company. Over the years, it has transformed into a leading name in athletic footwear, known for its commitment to quality and performance.
Innovative Technology in New Balance Shoes
New Balance integrates cutting-edge technology into their running shoes, enhancing performance, comfort, and durability for serious runners. This commitment to innovation sets them apart in the competitive athletic footwear market.
- Fresh Foam Cushioning: This technology offers a plush, lightweight cushioning that adapts to the runner’s stride, ensuring superior comfort during long runs.
- Benefits of Fresh Foam: It minimizes impact on joints, making it ideal for those who prioritize comfort and injury prevention.
- Fresh Foam vs. Traditional Cushioning: Fresh Foam’s advanced design provides superior shock absorption compared to traditional cushioning systems.
Hypoknit Upper Construction
The Hypoknit upper construction delivers a flexible and supportive fit, enhancing breathability and comfort across various terrains, making it suitable for different running conditions.
Fit and Sizing Options
New Balance offers an extensive range of sizes and widths, ensuring that every runner can find the perfect fit tailored to their unique foot shape.
- Importance of Proper Fit: A proper fit is essential for comfort and performance, significantly reducing the risk of blisters and injuries.
- Customizable Options: Certain models allow for customization, enabling runners to select features that best match their running style and preferences.
Durability and Longevity
Known for their durability, New Balance shoes are a wise investment for runners who log significant mileage. Their high-quality materials contribute to the shoes’ longevity, ensuring they endure regular wear and tear.
- Materials Used in Construction: The use of premium materials ensures that New Balance shoes withstand the rigors of daily training.
- Care Tips for Longevity: Proper care and maintenance can significantly extend the life of running shoes, allowing runners to maximize their investment.
User Reviews and Testimonials
Real-world experiences from runners provide valuable insights into the performance and comfort of New Balance running shoes. Many users commend the brand for its exceptional comfort, support, and performance across various conditions.
- Positive Feedback from Runners: Numerous runners highlight specific models that excel in comfort and support, making them suitable for both casual joggers and seasoned marathoners.
- Common Critiques: While the majority of feedback is positive, some users have pointed out areas for improvement, offering a balanced view of the brand’s offerings.
History of New Balance
The is a fascinating journey that illustrates the brand’s transformation from a modest arch support company to a prominent leader in the athletic footwear industry. Founded in 1906 by William J. Riley in Boston, Massachusetts, New Balance initially focused on producing orthopedic footwear and arch supports. This early emphasis on comfort and support laid the groundwork for the brand’s future innovations.
In the 1960s, New Balance began to shift its focus towards running shoes, coinciding with the growing popularity of jogging and fitness culture in America. The introduction of the New Balance 320 in 1976 marked a significant milestone, as it was one of the first shoes to feature a cushioned midsole, providing runners with enhanced comfort and support. This innovation set the stage for New Balance to gain traction among serious athletes.
Throughout the 1980s and 1990s, New Balance continued to innovate, introducing various technologies that improved performance and comfort. The brand’s commitment to quality craftsmanship and attention to detail helped it stand out in a crowded market. Unlike many competitors, New Balance maintained a focus on domestic manufacturing, which resonated with consumers looking for high-quality, American-made products.
As the brand evolved, it embraced the importance of diversity in sizing. New Balance became known for offering a wide range of sizes and widths, catering to runners with unique foot shapes. This commitment to fit has solidified the brand’s reputation as a go-to choice for runners of all levels.
Today, New Balance is recognized not only for its rich heritage but also for its innovative approach to athletic footwear. The brand continues to push boundaries with advanced technologies and designs, ensuring that it remains a beloved choice among runners worldwide.
Innovative Technology in New Balance Shoes
New Balance has made a name for itself in the athletic footwear industry by integrating cutting-edge technology into their running shoes. This commitment to innovation is evident in various aspects of their design, which are tailored to enhance the performance, comfort, and durability that serious runners demand.
One of the standout features of New Balance shoes is their Fresh Foam cushioning system. This technology offers a plush, lightweight experience that adapts to the individual runner’s stride. By providing superior support during long runs, Fresh Foam minimizes the impact on joints, which is particularly beneficial for those prone to injuries. This innovation sets New Balance apart from traditional cushioning systems, which often lack the same level of adaptability and shock absorption.
Another remarkable aspect of New Balance footwear is the Hypoknit upper construction. This design allows for a flexible yet supportive fit, ensuring breathability and comfort across various terrains. Runners can enjoy a snug fit that moves with their foot, reducing the risk of blisters and discomfort during extended wear. The combination of materials used in the upper also enhances durability, making these shoes a reliable option for those who log significant mileage.
Customization options further elevate the New Balance experience. Many models allow runners to choose features that align with their personal preferences and running styles, ensuring that each pair feels uniquely tailored. This level of personalization is crucial for optimizing performance and comfort, as every runner’s needs and foot shape can differ significantly.
In summary, New Balance’s integration of innovative technologies like Fresh Foam and Hypoknit, along with customizable options, positions their running shoes as a top choice for athletes seeking both performance and comfort. With a focus on enhancing the running experience, New Balance continues to lead the way in athletic footwear innovation.
Fresh Foam Cushioning
When it comes to running shoes, Fresh Foam technology from New Balance stands out as a revolutionary advancement in cushioning. This innovative system is designed to deliver a plush and lightweight experience, making it an essential feature for runners seeking maximum comfort during their workouts.
The essence of Fresh Foam lies in its ability to adapt to the unique stride of each runner. This personalized cushioning ensures that every step feels comfortable, reducing the fatigue often associated with long-distance running. Unlike traditional cushioning systems, which can often feel rigid and unyielding, Fresh Foam offers a more dynamic response to the runner’s movements, promoting a smooth and natural gait.
Benefits of Fresh Foam Technology
- Enhanced Comfort: The plush feel of Fresh Foam minimizes pressure points, allowing for an enjoyable running experience.
- Shock Absorption: This technology effectively absorbs impact, protecting joints and reducing the risk of injury over time.
- Lightweight Design: The lightweight nature of Fresh Foam means runners can enjoy a responsive feel without the added bulk of heavier cushioning systems.
In comparison to traditional cushioning methods, Fresh Foam showcases superior shock absorption capabilities. Traditional shoes often use materials that compress over time, leading to a loss of support. In contrast, Fresh Foam maintains its integrity, ensuring that runners receive consistent performance throughout the life of the shoe.
The integration of Fresh Foam technology not only enhances the comfort of the shoe but also contributes to the overall performance of runners. With its ability to adapt to different running styles, Fresh Foam is ideal for both casual joggers and seasoned marathoners alike.
In summary, Fresh Foam technology represents a significant leap forward in running shoe design, offering unparalleled comfort and support. Whether you are training for a race or enjoying a leisurely run, the benefits of Fresh Foam make it a top choice for runners everywhere.
Benefits of Fresh Foam
The Fresh Foam cushioning system is a standout feature of New Balance running shoes, designed specifically to enhance the running experience. By utilizing advanced technology, this system effectively minimizes the impact on joints, making it an excellent choice for runners who prioritize both comfort and injury prevention.
One of the most significant advantages of Fresh Foam is its ability to adapt to the runner’s stride. This adaptability means that regardless of your running style or foot strike, the cushioning responds dynamically, providing optimal support. This personalized cushioning helps to distribute pressure evenly across the foot, reducing the risk of discomfort and injuries commonly associated with running.
Additionally, Fresh Foam is engineered to be lightweight, which is crucial for runners looking to maintain speed without sacrificing comfort. Traditional cushioning systems often add unnecessary weight, but Fresh Foam ensures that each step feels light and effortless. This feature is particularly beneficial during long-distance runs, where fatigue can significantly impact performance.
Shock absorption is another critical aspect of the Fresh Foam technology. The innovative design excels in absorbing shocks from the ground, which is essential for protecting joints from the repetitive impact of running. This characteristic is especially important for those who run on hard surfaces, such as pavement, where the risk of injury can be heightened.
Furthermore, the durability of Fresh Foam is noteworthy. Unlike some cushioning materials that compress and lose effectiveness over time, Fresh Foam maintains its integrity, ensuring consistent performance throughout the lifespan of the shoe. Runners can trust that their shoes will continue to provide the same level of comfort and support, run after run.
In summary, the Fresh Foam cushioning system stands out for its ability to offer exceptional comfort, injury prevention, and durability. For runners seeking a shoe that supports their performance while minimizing the risk of injury, New Balance’s Fresh Foam technology is an unparalleled choice.
Fresh Foam vs. Traditional Cushioning
When it comes to running shoes, the choice of cushioning can significantly impact performance and comfort. Fresh Foam technology from New Balance sets itself apart from traditional cushioning methods through its innovative design and functionality. This advanced cushioning system is engineered to provide a unique blend of support and comfort, making it a favorite among runners.
Unlike traditional cushioning, which often relies on a uniform density to absorb shock, Fresh Foam features a dynamic design that adapts to each runner’s stride. This means that as you run, the foam responds to your foot’s specific movements, ensuring optimal support and comfort with every step. The result is a more personalized running experience that can help enhance your performance and reduce fatigue.
One of the most significant advantages of Fresh Foam is its superior shock absorption capabilities. Traditional cushioning often compresses over time, leading to a loss of support and comfort. In contrast, Fresh Foam maintains its integrity longer, providing consistent cushioning throughout the life of the shoe. This durability is crucial for runners who log many miles, as it helps prevent injuries associated with inadequate support.
Moreover, Fresh Foam is designed to minimize impact on joints, making it an excellent choice for those prone to injuries or looking to prevent them. The plush, lightweight nature of this cushioning system allows runners to enjoy a soft landing while still benefiting from a responsive feel during push-off. This balance is essential for achieving peak performance during long-distance runs.
In summary, the comparison between Fresh Foam and traditional cushioning reveals that New Balance’s innovative approach offers a more advanced solution for runners. With its tailored support, enhanced shock absorption, and long-lasting durability, Fresh Foam stands out as a leading choice for athletes at all levels.
Hypoknit Upper Construction
The in New Balance running shoes is a groundbreaking feature that significantly enhances the overall running experience. This innovative design element offers a unique blend of flexibility and support, making it an ideal choice for runners who tackle a variety of terrains. The use of advanced knitting technology allows for a customized fit that adapts to the shape of the foot, ensuring that every runner enjoys a snug yet comfortable feel.
One of the standout benefits of the Hypoknit upper is its breathability. The engineered mesh-like structure promotes airflow, helping to regulate temperature and moisture during intense runs. This feature is particularly beneficial for long-distance runners who need to maintain comfort over extended periods. Additionally, the lightweight nature of the Hypoknit material contributes to an overall reduction in shoe weight, allowing for a more agile running experience.
Furthermore, the Hypoknit construction enhances support in key areas, particularly around the midfoot and heel. This targeted support helps to stabilize the foot during dynamic movements, reducing the risk of injuries that can arise from inadequate footwear. Runners will appreciate the confidence that comes from knowing their shoes are designed to keep them secure, no matter the surface they are navigating.
In summary, the Hypoknit upper construction is a testament to New Balance’s commitment to innovation in athletic footwear. By prioritizing flexibility, breathability, and support, this technology not only enhances performance but also elevates the overall comfort level for runners. As a result, it has become a defining feature that sets New Balance shoes apart in the competitive world of running footwear.
Fit and Sizing Options
New Balance is renowned for its commitment to providing a comfortable and secure fit for runners of all foot shapes and sizes. This dedication is evident in their extensive range of sizes and widths, which allows each runner to find their ideal match. Whether you have narrow, regular, or wide feet, New Balance has a solution tailored just for you.
Why Size and Width Matter
Choosing the correct size and width is essential in preventing discomfort and injuries during your runs. A shoe that is too tight can cause blisters and pinching, while a shoe that is too loose may lead to instability and lack of support. New Balance addresses these concerns by offering:
- Multiple Width Options: From narrow to extra-wide, New Balance ensures that even the most unique foot shapes can find a comfortable fit.
- Extended Size Range: The brand provides sizes that accommodate both smaller and larger feet, making it accessible for all runners.
Customizable Options for a Personalized Fit
In addition to standard sizing, some New Balance models offer customizable features that allow runners to select elements based on their preferences. This includes options for arch support, cushioning levels, and even color choices. Such flexibility ensures that each runner can tailor their footwear to better suit their individual running style.
Testing for the Perfect Fit
When selecting a pair of New Balance running shoes, it’s recommended to try them on at the end of the day when your feet are slightly swollen, mimicking their condition during a run. Ensure there is enough space in the toe box and that the heel remains snug without slipping. This careful consideration will help you avoid common pitfalls associated with ill-fitting shoes.
In summary, New Balance’s comprehensive sizing and width options, combined with customizable features, make it a top choice for runners seeking the perfect fit. With a focus on comfort and performance, these shoes cater to a diverse range of foot shapes, ensuring that every runner can enjoy a seamless experience on the track or trail.
Importance of Proper Fit
When it comes to running, one of the most critical factors influencing a runner’s experience is the fit of their shoes. A proper fit is not merely a matter of comfort; it significantly impacts performance and overall health. Wearing shoes that fit well can help a runner avoid common issues such as blisters, calluses, and even more serious injuries.
The right fit ensures that the foot is securely held in place, allowing for optimum movement without unnecessary friction. This is particularly important during long runs where the foot can swell and change shape. If the shoe is too tight, it can lead to discomfort and pain, while a shoe that is too loose can cause instability and increase the risk of falls.
In addition to comfort, a proper fit enhances performance. When runners are confident that their shoes are fitting correctly, they can focus entirely on their form and speed, rather than being distracted by discomfort. This mental clarity can often lead to improved race times and a more enjoyable running experience.
New Balance recognizes the importance of fit and offers a variety of sizes and widths to accommodate different foot shapes. Their commitment to providing a customizable fit means that runners can select shoes tailored to their specific needs, ensuring a snug yet comfortable experience.
Benefits of Proper Fit | Consequences of Poor Fit |
---|---|
Enhanced Comfort | Increased risk of blisters |
Improved Performance | Reduced stability |
Injury Prevention | Higher chance of strains and sprains |
In summary, investing time in finding the right fit for running shoes can lead to a more enjoyable and safer running experience. Runners should take advantage of the various sizing options available and consider trying on multiple pairs to find the best match for their unique foot structure.
Customizable Options
When it comes to running shoes, personalization is key for many athletes. New Balance recognizes this need and has developed a range of models that offer . This allows runners to tailor their footwear to meet their specific requirements, enhancing both comfort and performance.
One of the standout features of New Balance’s customizable models is the ability to select different cushioning types. Runners can choose between varying levels of firmness and support, which can significantly impact their running experience. For instance, some may prefer a softer cushioning for long-distance runs, while others might opt for a firmer feel for speed workouts.
Additionally, New Balance offers options for shoe widths, catering to those with wider or narrower feet. This attention to fit is crucial, as a proper fit can prevent discomfort and injuries, allowing runners to focus on their performance rather than their footwear.
Another exciting aspect of the customization process is the ability to select specific upper materials. Depending on the runner’s preference for breathability or water resistance, choosing the right upper can enhance the overall experience. This level of customization ensures that each runner can find a shoe that feels like it was made just for them.
- Color Options: Runners can also personalize the aesthetics of their shoes, choosing colors and designs that reflect their personal style.
- Insoles: Some models allow for interchangeable insoles, providing additional support tailored to individual foot shapes.
In summary, the available in New Balance running shoes empower runners to create a personalized experience that aligns with their unique running style and preferences. This commitment to customization not only enhances performance but also fosters a deeper connection between the runner and their gear.
Durability and Longevity
When it comes to running shoes, durability is a critical factor that can significantly impact a runner’s experience. New Balance shoes are renowned for their ability to withstand the rigors of extensive training, making them a smart investment for those who log many miles each week.
The construction of New Balance shoes incorporates high-quality materials that are designed to endure. For instance, the use of premium rubber outsoles provides excellent traction and longevity, allowing runners to tackle various terrains without worrying about excessive wear. Additionally, the upper materials are often engineered to resist abrasion, ensuring that the shoes maintain their shape and performance over time.
- Advanced Material Technology: New Balance utilizes innovative materials that enhance both durability and comfort. For example, their proprietary Fresh Foam technology not only cushions the foot but also maintains its integrity over long distances.
- Reinforced Stitching: The shoes feature reinforced stitching in high-stress areas, which helps prevent tearing and extends the lifespan of the footwear.
To maximize the longevity of New Balance shoes, proper care is essential. Here are some practical tips:
1. Clean your shoes regularly to remove dirt and debris.2. Allow them to air out after each run to prevent moisture buildup.3. Rotate between multiple pairs if you run frequently to give each pair time to recover.
By following these care tips, runners can ensure that their New Balance shoes not only last longer but also continue to provide the support and comfort needed for optimal performance. Investing in a pair of durable New Balance shoes is more than just a purchase; it’s a commitment to enhancing your running journey.
Materials Used in Construction
When it comes to running shoes, durability is a key factor that every runner considers. New Balance shoes are crafted with high-quality materials that not only enhance performance but also significantly contribute to the shoe’s longevity. This commitment to quality ensures that runners can rely on their footwear to withstand the rigors of regular use.
New Balance utilizes a variety of advanced materials in their shoe construction. For instance, the use of synthetic mesh allows for superior breathability while maintaining structural integrity. This means that the shoes remain lightweight and comfortable, even during extended runs. Additionally, the incorporation of rubber outsoles provides excellent traction and durability, making them suitable for various terrains.
Another important aspect is the midsole technology employed in New Balance shoes. The use of Fresh Foam and other cushioning systems not only enhances comfort but also contributes to the shoe’s overall lifespan. These materials are designed to absorb impact effectively, reducing wear and tear over time.
Moreover, the Hypoknit upper construction offers a unique blend of stretch and support, adapting to the foot’s movement while ensuring a snug fit. This flexibility minimizes stress on the shoe during runs, further extending its life.
To maximize the longevity of New Balance footwear, proper care is essential. Regular cleaning and storing shoes in a cool, dry place can help maintain their shape and functionality. Runners are encouraged to rotate their shoes and avoid overuse, allowing each pair to rest and recover.
In summary, the high-quality materials used in New Balance shoes play a crucial role in their durability. By investing in these well-constructed shoes, runners can enjoy a reliable and long-lasting companion for their fitness journeys.
Care Tips for Longevity
When it comes to maintaining the performance and longevity of your New Balance running shoes, proper care is essential. By following a few simple practices, runners can ensure that their footwear remains in top condition, allowing for an optimal running experience.
- Regular Cleaning: After each run, it’s important to remove dirt and debris from your shoes. Use a soft brush or damp cloth to gently wipe the surface. Avoid using harsh chemicals, as they can damage the materials.
- Drying Techniques: If your shoes get wet, allow them to air dry naturally. Stuffing them with newspaper can help absorb moisture, but never place them in direct sunlight or use a heater, as this can warp the shoe shape.
- Rotation of Shoes: If you’re an avid runner, consider having multiple pairs of shoes. Rotating between them allows each pair to rest and recover, extending their lifespan significantly.
- Storage Conditions: Store your shoes in a cool, dry place away from direct sunlight. This prevents material degradation and maintains the integrity of the cushioning.
- Periodic Inspection: Regularly check your shoes for signs of wear and tear. Look for worn-out soles, frayed laces, or compromised uppers. Addressing these issues early can prevent injuries and enhance performance.
By incorporating these care tips into your routine, you can significantly extend the life of your New Balance running shoes. Remember, taking the time to properly care for your footwear not only enhances their durability but also contributes to a more enjoyable and injury-free running experience.
User Reviews and Testimonials
Understanding the real-world experiences of runners is essential for evaluating the performance and comfort of New Balance running shoes. These insights come from those who have put the shoes to the test in various conditions, providing a comprehensive look at what to expect.
Positive Feedback from Runners
- Comfort: Many runners highlight the exceptional comfort of New Balance shoes, particularly praising the Fresh Foam cushioning that adapts to their unique stride.
- Support: Users often mention the excellent arch support, which is critical for long-distance runners who need stability and protection against injuries.
- Performance: Runners report improved performance metrics, including faster times and reduced fatigue, thanks to the lightweight design and responsive cushioning.
- Versatility: Several testimonials note the shoes’ adaptability across different terrains, making them suitable for both road and trail running.
Common Critiques
- Fit Issues: While many find the fit to be perfect, some users have reported difficulties in finding the right size, particularly in wider options.
- Durability Concerns: A few runners have expressed concerns about the longevity of certain models, particularly when used on rougher surfaces.
- Price Point: Some reviews mention that while New Balance shoes offer great quality, the price can be a barrier for budget-conscious runners.
Overall, the feedback from the running community paints a balanced picture of New Balance shoes, showcasing their strengths in comfort and performance while also acknowledging areas for improvement. This real-world insight is invaluable for potential buyers looking to invest in quality running footwear.
Positive Feedback from Runners
When it comes to running shoes, New Balance consistently garners enthusiastic feedback from the running community. Many runners highlight the brand’s commitment to comfort, support, and performance, making it a favorite among both casual joggers and seasoned athletes alike. A closer look at user experiences reveals several key factors that contribute to this positive sentiment.
- Exceptional Comfort: Runners often report that New Balance shoes feel like they were made specifically for their feet. The innovative cushioning systems, such as Fresh Foam, provide a plush feel that absorbs impact, allowing for longer runs without discomfort.
- Supportive Fit: Many users appreciate the brand’s wide range of sizes and widths. This ensures that runners can find a shoe that fits snugly without being too tight, reducing the chances of blisters and discomfort.
- Performance Under Pressure: Runners frequently mention that New Balance shoes perform well in various conditions, whether on the road, trails, or during races. The combination of durability and traction allows for a confident running experience.
- Durability: Numerous testimonials praise the longevity of New Balance shoes, noting that they maintain their structure and cushioning even after extensive use. This durability makes them a wise investment for regular runners.
- Style Options: Beyond functionality, many runners enjoy the aesthetic appeal of New Balance shoes. With various colors and designs available, they can express their personal style while enjoying high-performance footwear.
Overall, the positive feedback from runners underscores New Balance’s reputation as a reliable choice for anyone looking to enhance their running experience. The combination of advanced technology, thoughtful design, and user-centric features makes New Balance a standout brand in the competitive athletic footwear market.
Common Critiques
When it comes to athletic footwear, New Balance has carved a niche for itself, especially among runners. However, while the brand enjoys a generally positive reputation, it is important to acknowledge that some users have expressed a few areas for improvement. This balanced perspective provides valuable insights into the overall experience with New Balance running shoes.
Many runners appreciate the comfort and support offered by New Balance shoes. However, some users have noted that the sizing can be inconsistent across different models. This inconsistency can lead to challenges in finding the perfect fit, which is crucial for optimal performance. Runners often emphasize the importance of trying on shoes before purchasing to ensure the best possible fit.
Another common critique revolves around the breathability of certain models. While many shoes feature advanced materials designed to enhance airflow, some users have found that specific models tend to retain heat during long runs, which can lead to discomfort. Runners often seek a balance between support and ventilation, making this an important consideration when selecting footwear.
Additionally, while the durability of New Balance shoes is frequently praised, some users have reported that certain models wear down more quickly than expected, particularly when used on rough terrains. This feedback highlights the need for continuous innovation in materials and design to meet the demands of diverse running conditions.
Lastly, while New Balance offers a variety of customizable options, some runners have expressed a desire for even more personalization features. This could include enhancements like color choices or specific support technologies tailored to individual running styles.
In summary, while New Balance running shoes are celebrated for their many strengths, these critiques underscore the importance of ongoing feedback from the running community. By addressing these areas for improvement, New Balance can continue to solidify its reputation as a leading choice for runners.
Frequently Asked Questions
- What makes New Balance running shoes unique?
New Balance running shoes stand out due to their innovative technologies like Fresh Foam cushioning and Hypoknit upper construction. These features enhance comfort, support, and durability, making them a favorite among runners.
- How do I choose the right size and fit?
Finding the right size is crucial! New Balance offers a wide range of sizes and widths. It’s best to measure your feet and try on different models to see which fits best, ensuring comfort during your runs.
- Are New Balance shoes durable?
Absolutely! New Balance shoes are crafted from high-quality materials, designed to withstand the rigors of regular running. With proper care, they can last for many miles, making them a smart investment.
- What are the benefits of Fresh Foam technology?
Fresh Foam technology provides a plush and adaptive cushioning experience, reducing impact on your joints. This means more comfort and less risk of injury, especially during long runs!
- Can I customize my New Balance shoes?
Yes! Some models offer customizable options, allowing you to select features tailored to your preferences and running style, ensuring you get the perfect fit and feel.
- What do other runners say about New Balance shoes?
Many runners rave about the comfort and support of New Balance shoes. While most feedback is positive, some users have suggested areas for improvement, providing a balanced view of the brand.