Marketing was mostly word-of-mouth or local sports fairs. Sales languished until 1972, when current Chairman Jim Davis bought the company on the day of that year's Boston Marathon. At the time, the company consisted of six people making 30 pairs of shoes daily and selling products mostly through mail-order with a few U. S. retailers. Jim committed himself to uphold the company's traditional commitment to individual preferences, customer service and quality products. His future wife Anne, who joined the company in 1978, focused on building a distinct culture for New Balance employees and customers. Their timing was perfect, as the Boston area became a center for the running boom that struck the U. S. in the 1970s. Their product line expanded and sales grew rapidly once the shoes made its way to Washington, DC in the late 1970s and early 1980s. It was at this time that the shoe became a staple in shoe stores sold around the city for track runners and Moes alike. The company prospered, and the Davises looked to expand New Balance into a global company. The company was run by Rob DeMartini for 12 years until 2019 when he left to join USA cycling. DeMartini's background includes Procter & Gamble and Gillette Shave Company. Today, 30 percent of the New Balance shoes sold in the European market are manufactured at the New Balance facility in Flimby, England.
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