Getting the right Balance


Getting the right Balance

LeventKonuk /

Sportswear brand New Balance is employing a range of measures to ensure Chinese consumers get authentic New Balance products, says senior brand protection manager Angela Shi in an interview with WIPR.

The gaze of IP stakeholders has been on China in recent months as the US has accused the country of theft and unfair trade practices, but is IP protection in the country really as bad as some people think?

Angela Shi, senior brand protection manager of New Balance Athletics, responds with a resounding ‘no’.

Founded in Boston in 1906, New Balance has its origins as a manufacturer of arch supports and orthopaedic shoes. More than 30 years later, the lifestyle brand made its first pair of running shoes.

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