By ignoring fashion and going against the trend, these ‘dad shoes’ have gone from practical became cool. But why are chickens on the inside of every New Balance shoe box? And how was Michael Jordan linked to the company before Nike? The reason for both is traced back to how they were used as the foundation to build the most distinctive brand in the market. Going through many phases but never changing — this is the unconventional story of New Balance’s success and how a chicken foot was turned into a multi-billion dollar shoe brand.