Craftsmen don't want a safety shoe that looks like a brick.

They prefer a safety shoe that looks like a modern sneaker. This was the main conclusion behind a major study of the market for safety shoes that we carried out before the introduction of New Balance Industrial to the Danish market.

The launch is based on a promise that reflects this insight:

"The safety shoe that doesn't look like a safety shoe." New Balance Industrial meets the market, with shoes that look like cool running shoes - just with the safety features that are required on the Danish construction sites. They will become safety icons.