I have seen it on the streets of New York city and other big cities many times. They bring you to the back behind the curtains for the good stuff: Conterfeit Coach handbags, Louis Vuitton handbags. Good stuff. No bigger compliment than someone wanting to copy you, it says that you are the best. I suppose New Balance would rather show the world that in another way. But hey, without that New Balance technology it’s just another shoe, labels only go so far.
But greed may be what motivates a Chinese company named New Barlun? Said in Chinese, New Barlun sounds the same as New Balance. They have shoes, shoeboxes for their New Barlun shoes, and even layouts of their stores that are almost identical to the American New Balance. New Barlun even franchises the business like New Balance does. With stores that open and close so fast, it makes it really hard to investigate who owns them. Even the catalogues looks the same, with New Barlun claiming, ”Made in the USA” on some of the identical models that look like New Balance.
Back in January New Balance had announced that they had, together with Chinese officials of the provincial AIC (Administration for Industry and Commere) offices, confiscated counterfeit athletic shoes under the name “New Barlun” in China.
For some it is easy to tell the difference between New Balance and New Barlun. According to this
article pairs of a model that were similar from both New Balance and New Barlun were given to Kenyan marathon champion Henry Wanyoike who is blind to see if he knew which shoe was New Balance. He picked it out right away.
However, Many US companies are very anxious about the counterfeit goods being exported around the world and most definitely here into the U.S. market.
Joe Preston, vice president international and Asia-Pacific for New Balance, believes that the Chinese consumer is savvier than we give them credit for. As he quotes in this
article: "New Balance is a performance athletic brand with its foundation based on technology so the more we can educate the consumer on what the real New Balance is, the easier it is for them to make the differentiation between New Balance and a counterfeit."
Recently China was added to its priority watch list for "unacceptable levels of counterfeiting and piracy." With many U.S. corporations urging the Bush administration to take China to task at the World Trade Organization –but that may cause a big strain between Washington and Beijing. China does take the piracy and counterfeiting laws very seriously.
New Balance is very concerned. It filed a lawsuit against Qiuzhi Sports Good, who they believe is the owner of New Barlun.