Superfeet and New Balance announced Thursday that Superfeet has secured the New Balance license agreement for insoles. Starting 2020, Superfeet will expand their insole offering to include New Balance insoles in North America and parts of Asia.

The new line of New Balance insoles built on the signature foundation of Superfeet shape, features three distinct purpose-built collections—casual, running and sport.

In addition to delivering a fresh offering of off-the-shelf products curated to meet the needs of the New Balance consumer, New Balance will offer their shoppers custom created insoles.

Combining Fitstation by HP and Volumental, 3D scanning and gait analysis technology, New Balance custom insoles will feature 3D-printed-caps manufactured on HP Jet Fusion printers and assembled into finished insoles at the Flowbuilt Manufacturing facility in Washington state.

“New Balance is known around the world for delivering unsurpassed comfort to their customers. We are honored to have been selected by New Balance as the company who will help build that legacy into the future,” said John Rauvola, CEO and president of Superfeet Inc. “The addition of New Balance insoles to the Superfeet portfolio provides us the opportunity to further our company mission of helping as many people as possible by providing Superfeet shape to even more customers.”

“When selecting companies to represent the New Balance brand, we look to those who are as committed to serving athletes as we are,” said Christine Madigan, vice president of accessories and licensing at New Balance, “Superfeet’s deep knowledge of the run category and more than 40 year track record in bringing innovative, high-quality products to market has earned trust from athletes of all abilities making them the perfect accessory for New Balance.”

The new line of insoles are available immediately at New Balance stores, online and in select retailers.