New Balance, a long-time client of MVBMS/Fuel NA, wanted a new site that reflected and reinforced the company's growing leadership position in the athletic-footwear and apparel category and strengthened its relationship with both consumers and retailers. The site needed to be dynamic, interactive, useful, and easy to update and deploy both for corporate stakeholders and internationally. Our approach to the New Balance site echoed the brand - an emphasis on the importance of the balance between form and function/technology and design. The architecture of the site is based on a modular sytem that allows sections of the site to be expandable and interchangeable. Newbalance.com traffic has nearly doubled since the launch of the new site.