The staff at New Balance isn't concerned with simply selling shoes—their mission is to pair customers with the footwear that will carry them comfortably through life’s arduous steps. Understanding that an ill-fitting pair of athletic shoes can cause pain to joints and potentially damage knees, hips, and the back, associates measure the length and width of each client's foot and conduct a gait analysis to chart the trajectory of their stride when walking normally or running through ball pits. The data are collected to help the staff match clients with their ideal shoe, keeping them running longer and looking good while doing so.